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One of the most recognizable skincare brands Nivea has entered the realm of non-fungible tokens, or NFTs. The German company has joined digital assets in collaboration with Italian artist Clarissa Baldassarri.
Together, Nivea and Baldasarri are highlighting the importance of touching people with digital art through NFTs, which will then be distributed as blockchain-based goods.
Clarissa Baldassarri became disabled due to temporary loss of vision, which she experienced at the beginning of her career as an artist. As a result, much of her work highlights the unevenness of human contact.
According to Fashion United, Nivea is also looking to showcase the true power of touch following a survey in which 88% of respondents said vision is most important, followed by hearing. It is no coincidence that NFTs were designed using a convex line drawing kit.
The kit also includes a hard rubberized board and a thin plastic sheet. Baldassarri created the convex line using a metal awl, a tool used to write Braille.
Nivea’s NFT will consist of a series of limited edition cryptocurrency-based artworks. The firm distributes NFT for free.
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