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NFT Loyalty Programm for L'ORÉAL

Digital beauty experts meet Web3 heads. The newly established Metaverse label, Zum goldenen Hirschen Three, has collaborated with the L'ORÉAL brand Kiehl’s to further develop its CRM loyalty program for Web3. The result is a unique NFT collection 'Kiehl's Originals,' providing members of the Kiehl’s Family Rewards Program access to Web3, personalized advice, and additional benefits.

The French cosmetics company L’ORÉAL has been working with the creative agency Zum goldenen Hirschen in Germany and Austria this year in the field of social and influencer management. ‘At L’Oréal, we look back on more than 100 years of expertise in beauty and combine it with innovative technologies. In addition to product innovations, digital transformation with the acceleration of our Web2 activities, including data and CRM, is an important lever to reach consumers where they are, interact with them, and offer hyper-personalized beauty experiences,’ explains Yasar Hanli, Digital Director of L’Oréal Luxe.

Against this background, the existing collaboration with Zum goldenen Hirschen for the Kiehl’s brand, an American skincare brand that has been catering to the needs of its customers since 1851 and focuses on professional skin consultation with the current campaign #WeSkincareAboutYou, has been expanded. ‘What started with a Metaverse exchange and joint exploration has evolved into Kiehl’s first large-scale NFT campaign,’ explains Zum goldenen Hirschen Digital Managing Director Jonathan Goutkin. ‘Kiehl’s is setting the new standard for modern loyalty marketing.’

For the campaign launch on November 17th, members of the Kiehl’s Family Rewards Program receive pre-access, and new members from November 18th onwards get exclusive access to the Kiehl’s Originals NFT website, where they can secure a limited NFT. With their Kiehl’s Originals NFT, members not only get blockchain-secured access to the benefits of the Kiehl’s Family Rewards Program but also a white listing for future NFT projects. ‘Kiehl’s CRM NFTs are, in a way, a digital membership card for the Kiehl’s community. The consumer thus has a real stake in the brand with clear benefits through the connected program,’ explains Yasar Hanli.

The NFTs and their designs represent the diversity of the brand’s offline skincare advisors. The avatars are as unique as the advisors and community members. The loyalty program and the newly created on-chain community enable a very personal interaction and tailored, individual skincare advice, as in the physical store. ‘The future of beauty is clearly digital and virtual as well. With the Kiehl’s CRM NFT innovation, we can now lift the consumer journey from offline and online to on-chain for the first time, that is, O+O+O. This is the key to success for even more inclusive and personalized beauty experiences,’ explains Simon Preuss, Senior Social Acceleration Manager at L’ORÉAL Austria Germany. ‘The diverse NFTs, personalized advice, and the real community thanks to Web3 technologies allow us to reach, advise, and serve consumers even better digitally,’ summarizes Simon Preuss.

‘First movers like the L’Oréal Group with the Kiehl’s brand will benefit from considering the gradual transition from Web2 to Web3 in their CRM strategy,’ says Jonathan Goutkin. At the forefront of the CRM strategy: consultation and customer centricity. ‘To promote this, an NFT idea has emerged that builds on the loyalty of individual Kiehl’s users and at the same time fits perfectly into the CRM3.0,’ adds Dawid Dudus-Löw, Label Lead of Zum goldenen Hirschen Three.

The idea and concept behind the CRM NFTs, as well as the UI/UX design of the internal landing page, the UI/UX design of the wallet connect for the NFT website, and the social assets, newsletter, banners, come from the expert team of Zum goldenen Hirschen. The programming is done by the digital media developer ASCKY.

This first-time collaboration between L’Oréal and Zum goldenen Hirschen in the Web3 field perfectly complements the existing collaboration in social media and influencer management. This allows for synergies to be leveraged, enabling future campaigns to be more consistently designed with Web3 in mind from the outset, and strengthening L’Oréal’s positioning as an innovation driver in the beauty industry. The opportunity to secure an NFT and receive it via an AirDrop to their wallet on January 5, 2023, ends on December 15, 2022.

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