Guerlain launches his cryptobees on Tezos: an NFT for good project

While the entire ecosystem is rocked by many debates about sustainable development and biodiversity, the blockchain for good consists. Some people use NFTs or even metaverses to defend humanitarian causes, aid countries at war, or promote biodiversity. This is partly what Guerlain is trying to demonstrate, launching his brand new collection of 1828 Cryptobees, his virtual bees in the form of NFTs. These bees are there to support a rewilding project in the Vallée de la Millière nature reserve in France. The Guerlain house does not stop there, because it launches a Réaverse, that is, a mix between real and virtual, all on the Tezos blockchain.

Guerlain, the cryptonative for the rescue of biodiversity

The collection, which Guerlain de . calls Backwards, features four “rarity levels” with unique graphics (8 super rare, 20 rare, 500 moderate rare, and 1300 normal, depending on the brand). Cryptobees cost 20 to 250 tez (XTZ), the cryptocurrency of the Tezos blockchain. XTZ would consume less energy than most blockchains. Currently, this amounts to an amount between approximately 70 and 890 euros at the time of writing this article. They go on sale at the end of April the NFT marketplace The brand has also opened a Twitter account, @guerlain_nft

@Guerlain Cryptobees NFT

If it is true that the CEO of the LVMH group, Bernard Arnault, remains quite cautious on the matter of the metaverse, many brands belonging to him have already taken the plunge. The luxury conglomerate’s homes — including Givenchy and Fendi — have been testing a slew of NFT projects in recent months. Guerlain’s NFTs aim to “bring nature back to life in the real world”, indicates the mark. Cryptobee buyers will therefore receive a digital artwork and benefits, including access to the nature reserve. †

@Guerlain Cryptobees NFT

The project builds on Guerlain’s initiative in 2021, when the house auctioned a series of NFT artworks in support of the Vallée de la Millière project. Created by photographer, director and member of the LVMH advisory board Yann Arthus-Bertrand, the project involves the rehabilitation of 28 hectares of land. The area is being used by researchers working to reduce human impact on ecosystems. Nowadays, more than 350 animal and plant species have already been identified. Guerlain also has a women’s beekeeping entrepreneurship program as part of LVMH’s partnership with UNESCO. An initiative that certainly does not stand alone and is therefore really part of a long-term strategy.

Buying a cryptobee therefore means that the associated plot is re-naturalized and real bees can therefore settle there safely.

The advent of NFTs for good

Guerlain isn’t the only luxury house or brand to experience the euphoria of NFTs and the Metaverse. In fact, several projects have already made an impression with their commitment to an environmental or social cause. Blockchain for good is no longer just an old fantasy, it has become a reality, both technologically and in projects.

In the field of charity or humanitarian aid, more and more donations are made through crypto fundraising programs such as UNICEF for example.

The artist, now world famous for his digital works of Beeple, has released a series of “Everydays” as an NFT collection. The first 5,000 were sold for $69 million† Beeple’s artwork ‘OCEAN FRONT’ was purchased for $6 million and the proceeds from the artwork were donated to the Open Earth Foundation. This non-profit foundation fights climate change by using technologies and collaborations to help create a stronger, healthier world.

Many artists also agree to launch NFTs with meaning and positive impact for many organizations. Blockchain for good is therefore a promising axis for the appropriation of this technology and the democratization of its use for the greatest number. Guerlain is a good example of the possibilities that Web 3 offers, even more in defense of a case.

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Karen Jouve

Passionate about new technologies and blockchain! By revealing new trends, the latest market developments and nuggets of the ecosystem, I would like to introduce you to this universe in all its colors.

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