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Wella Professionals & Coveteur Are Dropping a Major Web3 Collab

Stick around to see what's in store. In collaboration with Wella Professionals.

Collage of Wella Beauty Products

When Coveteur launched, the cultural landscape looked very different, to say the least. The year was 2011—Kim Kardashian was married to basketball player Kris Humphries for 72 days, the last Harry Potter movie was in theaters, The King’s Speech won the Academy Award for Best Picture (even though we all know The Social Network should’ve won), and social media wasn’t what it is today. Believe it or not, there used to be a time where access into people’s homes, closets, and lives weren’t just a tap or swipe away. Coveteur was a pioneer when the digital space was a new frontier and that innovative instinct is part of our DNA. That’s exactly why we’re taking a step into 2023’s version of the Wild West: Web3. This spring, we’re partnering with Wella Professionals, one of the world’s leading innovative beauty brands, to create an immersive digital experience that offers Wella fans—and those who are new to the brand—the opportunity to interact digitally. (And yes, we promise it’s fun.)

So what is the immersive digital experience?

The Wella Generator is a fun, Web3 digital experience that lasts for 14 days. It allows anyone—either newbies or current NFT holders—to spin a wheel once a day for a chance to collect an exclusive prize. It’s basically the haircare version of Wheel of Fortune. Once you start collecting prizes, you’ll see them in your prize dashboard and you’ll have the chance to redeem them for IRL products and experiences, gift cards, or NFTs. 20 lucky winners will receive a voucher to The Wella Store that you can redeem for product. (FYI: The Ultimate Repair Miracle Hair Rescue should be at the top of your wishlist. It strengthens damaged hair from the inside out and locks in moisture while leaving behind a mirror-like shine.) Plus, there’s a chance to win a grand prize (cue the ooo’s and aahh's from the audience). Think of your prize dashboard as a scratch-off lottery card. If you spin and collect the right combination of products, you could win prizes like a full hair makeover or a virtual consultation with a Wella educator.

How can I try it?

The Wella Generator will launch on May 31th at 12:00PM ET. After hopping onto the site, all you’ll need is your email to sign up, then voila, you’re in and ready to experience the future of beauty in the blockchain.

Can you explain what Web3 is again?

Okay, let’s back up a little bit. So you’ve probably heard one of your friends in tech casually drop it into your group chat without any context and now too much time has passed for you to ask them what the hell they’re talking about. Don’t worry—we’ve got you. Web3 is the third generation of the Internet and it consists of blockchain technologies, crypto-currencies, and decentralization. The stage we’re in right now, Web 2.0, is a world where all our internet transactions are tracked and monetized. In Web3, the internet is owned by the people who use and build it (a.k.a., you). Blockchain technology is usually associated with Bitcoin, a digital currency, but now you can do more things on the blockchain like buy and sell digital art, buy digital merch in video games, and more.

Okay, so what are NFTs?

Another acronym! (There’s a lot of them in the Web3 universe.) NFTs, or“non-fungible tokens,” are unique, digital assets that can’t be copied or replaced with something else. Cold hard cash, on the other hand, is fungible (say that three times fast) because if you swap one $20 bill for another one, you still have $20. On the other hand, if Miuccia Prada blessed you with a custom-made, one-of-a-kind bag she designed, that would be non-fungible.

NFTs use several different cryptocurrencies—there’s DogeCoin, Fiat, Tezos, Flow, and more. The most common one is Ethereum. To buy an NFT, you have to buy Ether (aka “Eth”), which is kept in a crypto wallet. Once you’ve secured your crypto wallet and ethereum, then you can shop for NFTs.

Why Wella?

Why did we decide to partner with Wella? Well, why did LeBron James join Dwayne Wade in Miami back in 2010? We wanted to link up with the best in the beauty business and Wella has led the game for over 140 years. (Yes, you read that right—140 years.) Their effective products and innovative vision made this collaboration a no-brainer on our end.

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