 |
– NIVEA enters the world of NFTs (non-fungible token) to explore the value of touch
– Based on the belief that touch should be accessible to all, NFTs are offered for free
– Temporarily visual impaired artist uses touch to create digital artwork
HAMBURG, Germany, Dec. 13, 2021 /PRNewswire/ — Skincare brand NIVEA is tapping into the connected world of NFTs (non-fungible token) to showcase the value of touch through digital art. NIVEA believes in the importance of touch for mental and physical health, putting the accessibility of touch for all in the spotlight through a limited edition of a NIVEA NFT art piece that is available for free.
Clarissa Baldassarri uses a technique known as Blind Portrait to create her NFT art. Credit: Nivea, Clarissa Baldassarri
Non-fungible touch
NFT technology normally allows people to trade and own high-value tokens like art, collectibles, or real estate via cryptocurrencies and has recently become increasingly popular in the art world. With the “Value of Touch”, NIVEA wants to bring attention to the power of touch, using NFTs to discuss the value society currently attributes to it, and to spark a discussion about how touch can be valuable and powerful, even if freely available to all.
The artist behind NIVEA’s NFT art piece is Clarissa Baldassarri, an Italian visual artist who suffered from temporary visual impairment early on in her career as a painter. The limitations she experienced inspired her to rediscover art through what she calls a conscious touch.
NIVEA’s NFT art will be minted on Polygon and will be available as a limited edition for free via a dedicated NIVEA website. NIVEA is the first mass brand to offer free NFTs that represent the value of touch.
Touch with purpose
When loneliness takes up more space in people’s lives, human touch and feeling connected to others can make a fundamental difference. “The Value of Touch” is part of NIVEA´s brand purpose “Care for Human Touch to Inspire Togetherness”, launched in January 2021. Through this the brand supports human touch projects to promote the quality of life for people at risk of loneliness. By 2025, NIVEA aims to globally invest 20 million Euro in human touch projects with positive impact on the individual health and well-being of more than 150.000 people. Ultimately, each of these project outcomes cater to a strengthened sense of human connectedness and resilience, and thereby alleviates feelings of loneliness.
NIVEA´s “The Value of Touch” NFT art can be claimed for free at nivea.com/thevalueoftouch.
More content about the project can be found at NIVEA´s global Instagram page @nivea.
Additional information can be found at www.beiersdorf.com.
#CareForHumanTouch #TheValueOfTouch
The first NFT created with touch. Credit: Nivea, Alex Telfer
Related Links :
http://www.beiersdorf.com
Support Independent Community Journalism
Dear Reader,The Indian Sun exists for one reason: to tell stories that might otherwise go unheard.
We report on local councils, state politics, small businesses and cultural festivals. We focus on the Indian diaspora and the wider multicultural community with care, balance and accountability. We publish in print and online, send regular newsletters and produce video content. We also run media training programs to help community organisations share their own stories.
We operate independently.
Community journalism does not have the backing of large media corporations. Advertising revenue fluctuates. Platform algorithms change. Costs continue to rise. Yet the need for credible, grounded reporting in a multicultural Australia has never been greater.
When you support The Indian Sun, you support:
• Independent reporting on issues affecting migrant communities
• Coverage of local and state decisions that shape daily life
• A platform for small businesses and community groups
• Media training that builds skills within the community
• Journalism accountable to readers
We cannot cover everything, but we work to cover what matters.
If you value thoughtful reporting that reflects Australia’s diversity, we invite you to contribute. Every donation helps us maintain the quality and consistency of our work.
Please consider making a contribution today.
Thank you for your support.
The Indian Sun Team
