The first mall in Hong Kong to create a green NFT beauty community with the benefit of membership
1,000 custom NFT avatars created with Articoin local green NFT platform
$20 million enhancement and promotion projects to drive beauty business growth of 30%
HONG KONG SAR – Media OutReach – June 16, 2022 – Following the rise of the metaverse, the non-fungible token (NFT) has taken the world by storm as a powerful catalyst for the digital transformation of finance. The virtual investment tool also opens new opportunities for business growth and marketing efforts. Riding this new wave of business innovation, Sino Group’s tmtplaza has integrated NFT into its latest improvement effort. The “Beauty Me NFT Community” is part of tmtplaza’s development strategy, launched in parallel with the new WORLD OF BEAUTY, the largest beauty center in the New Northwest Territories, after a major facelift that brings together more than 40 trending and international beauty brands and a multimedia campaign, making tmtplaza the first mall in Hong Kong to offer an NFT-enabled membership program. Members of this pioneering community will enjoy the first-of-its-kind experience to personalize their NFT avatars, with exclusive beauty experiences and offers to permanently supplement member privileges.
Mrs. Bella Chhoa, Director – Asset Management of Sino Group, said the beauty floor at tmtplaza has been undergoing a renovation since late last year. The inauguration of WORLD OF BEAUTY marks the start of a revival campaign, including Hong Kong’s first mall-run membership program to encompass green NFT in collaboration with local green NFT platform Articoin. The project advances Sino Group’s vision of supporting sustainable development and entrepreneurship by reducing energy emissions and carbon footprint, as well as helping start-ups in their efforts to turn innovative ideas into experiences. of consumption. In total, nearly $20 million in investments have been drawn for renovation and promotion projects.
Ms Chhoa said, “In the new era where the real and the virtual are converging, tmtplaza is integrating NFT elements into its membership program with a view to attracting 1,000 NFT owners to our ‘Beauty Me NFT Community’ as founding members. , especially tech-savvy Millennials with buying power and a creative mindset. As we unlock the transformation of WORLD OF BEAUTY, it’s time to launch the “Beauty Community” which combines virtual NFT and real membership program to forge a lasting connection with our loyal customers. We expect the campaign to deliver a 15% increase in footfall and 30% sales growth over pre-campaign numbers for our beauty tenants.”
BEAUTY WORLD’s New Image as the Largest Beauty Center in the New Northwest Territories
The tmtplaza beauty zone renovation project, which started in the fourth quarter of last year, was designed to provide a more pleasant and intimate shopping environment where more than 40 high-end local and international beauty brands, representing nearly 15% of the mall’s total tenants, crafts inspiring and holistic beauty experiences with a stellar line of products in the New Northwest Territories’ largest beauty center spanning over 50 000 square feet.
Virtual NFT beauty community with real membership and custom avatars
The new image of WORLD OF BEAUTY will be unveiled in a series of beauty experiences and offers between June 22 and July 26, alongside the launch of the “Beauty Me NFT Community” project, the first mall-run NFT-enabled membership program in Hong Kong . Combining the best of both worlds, the program allows customers to create their own avatars with the unique functionality of styling their favorite beauty looks – a proposition championed by WORLD OF BEAUTY. Customers with same-day spend of HK$2,000 at WORLD OF BEAUTY are eligible to create their own custom avatars and own an NFT created by local green NFT platform Articoin. Serving as a non-monetary virtual ID, the exclusive NFT comes with membership in the “Beauty Me” community. Customers do not need a crypto wallet to receive or store their own NFTs. This will allow all creative beauty enthusiasts to experience innovation at the crossroads of the virtual and the real in an accessible way. The first installment of the program will offer 1,000 NFTs, whose owners will become the founding members of “Beauty Me NFT Community”, with exclusive and long-lasting membership privileges including up to HK$1,088 in welcome gifts, beauty, dedicated beauty workshops and shopping. offers among others. tmtplaza will also be rolling out monthly, quarterly and other campaign-focused membership benefits for NFT owners. Plus, the city’s largest 540-inch LED screen located in the atrium will put the spotlight on every NFT owner devoting screen time to their own avatar!
“Beauty Me NFT is an online-to-offline initiative combining NFT identification and real-world benefit redemption as a win-win approach to improving customer engagement and loyalty while driving footfall, sales and regular customers. This NFT project is not an -off; rather, we aim to develop a long-term engagement with all NFT owners. tmtplaza will continue to grow this community dedicated to beauty, supported by offers and privileges of ‘membership real and promoted through regular beauty campaigns,’ Ms. Chhoa added.
Green NFT Articoin Platform Chosen as Partner to Achieve Sino’s Sustainable Development Goals
A strong supporter of sustainability and start-ups, Sino Group invited local green NFT platform Articoin to create green NFTs for tmtplaza. Sino Group initiated this partnership to create a platform for start-ups like Articoin to promote their messages and shared passion for sustainability.
Mr. Wilson Ho, Articoin representative, said, “We are delighted to collaborate with Sino Group on this project. We share the same vision of integrating technology into everyday life and achieving sustainability. The process emits an amount of carbon equivalent to ‘one minute’ human breath” for a ‘Beauty Me NFT’ – a substantial drop from the traditional minting method which emits ‘two day’s breath’ carbon.”
“BEAUTY WORLD Fest”: 5 weeks of up to 74% off
& 10,000+ rewards totaling HK$2 million+ from June 22
In addition to the “Beauty Me NFT Community”, tmtplaza visitors are also welcome to create their own avatars on the ‘WORLD OF BEAUTY Appear’. Even better, S⁺ REWARDS members can have their artwork printed as personalized trading cards for a designated number of points. There are also “Fun with Beauty” claw machines offering more than 10,000 beauty gifts totaling more than HK$2 million to all tmtplaza shoppers! During the “WORLD OF BEAUTY Fest”, 38 beauty brands will offer up to 74% off 180 types of exclusive skincare and beauty products.
What’s more, the WORLD OF BEAUTY Pop-up will feature five themed weeks by five international beauty brands, with a fabulous stream of exclusive offers, unique beauty experiences and workshops.