NFT technology normally allows people to trade
and own high-value tokens like art, collectibles, or real estate via
cryptocurrencies 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 and will be available as a limited
edition for free via a dedicated NIVEA website. NIVEA
is the first mass brand to offer free NFTs that represent the value of touch.