Coveteur and Wella Professionals have debuted the launch of The Wella Generator, a gamified digital sweepstakes hosted on the Ethereum blockchain. They will host a 14-day immersive blockchain experience accessible to both web3 and non-web3 users.
Launching on May 31, 2023, unlimited Wella ERC-1155 non-fungible tokens (NFTs) will be minted on the Ethereum blockchain over 14 days.
The Wella Avatar, embedded within the generator, epitomizes the Wella Professionals user: empowered, expressive and fashionable.
Participants have the chance to win exclusive prizes, such as complete hair makeovers, virtual consultations with Wella Professionals hair care specialists, and redeemable Wella Professionals vouchers.
This partnership is powered by MoonPay, Otherlife’s parent-company and leading web3 infrastructure provider.
Leya Kaufman, head of brand and publisher at Coveteur, said, "For over a decade, Coveteur has partnered with industry leaders to push the boundaries around personal style and self-expression through digital storytelling at Coveteur. Today, we’re taking the next step with Wella Professionals in an entirely digitally-first web3-powered world that is both gamified and artistically in sync with both brands through a series of illustrations that represent the transformative hair care."