- 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