France – Merging its sustainability efforts with a Web3 presence, luxury beauty brand Guerlain is selling 1,828 non-fungible tokens (NFTs) of bees to support a rewilding project in France’s Vallée de la Millière nature reserve.
The brand, which uses royal jelly derived from bees in some of its products, is using its year of inception – 1828 – as the foundation for rewilding 1,828 pockets of land. It will do this through the sale of NFT Cryptobees – digital artworks whose sale supports the nature reserve, while unlocking NFT ownership and access to the reserve for owners.
Guerlain describes the collection of Cryptobee tokens as a Reaverse – a blend of 'real' and 'metaverse' – venture, uniting digital communities and sustainability through real-life action. Ensuring access for a range of audiences, the Cryptobees are available in four levels of rarity and price. In this way, the company is entering the world of NFTs through a practical, values-driven approach.
While many fashion and luxury brands are finding their footing in virtual realms, such projects provide an example of how NFTs can become tools for promoting environmental action among consumers.
Strategic opportunity
Across sectors, brands hoping to experiment with NFTs should consider the long-term social, environmental and political opportunities that can be bolstered through innovative digital assets
