PR93626

HAMBURG, Germany, Dec. 13, 2021 /PRNewswire=KYODO JBN/--

- 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

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.

Non-fungible touch

NFT technology normally allows people to trade and own high-value tokens like

art, collectibles, or real estate 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 [https://polygon.technology/] and

will be available as a limited edition for free via a dedicated NIVEA website

[https://www.nivea.com/thevalueoftouch]. 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

Photo - https://mma.prnewswire.com/media/1707324/Beiersdorf_NFT_Artist.jpg

Photo - https://mma.prnewswire.com/media/1707323/Beiersdorf_NFT_Art.jpg

Logo - https://mma.prnewswire.com/media/1707315/Beiersdorf_Logo.jpg

Source: Beiersdorf AG