05.13.23
To support the next generation of beauty creators in the metaverse, Urban Decay is releasing 18 virtual makeup looks in Roblox, a global immersive platform where over 65 million users of all ages connect and communicate daily.
"The world of Roblox lives at the intersection of beauty and tech bringing our UD fam together," said Eva Erdmann, president, Urban Decay Global. "As we build new communities of beauty creators and fans, our goal is simple: provide a platform that lets you unapologetically express yourself and connect with like-minded makeup lovers—and Eye-Con is exactly that. We are excited to take our longstanding relationship with Ulta Beauty, our No. 1 retail partner since 2004, to the next level in the metaverse."
As a first for Urban Decay, the brand developed 3D avatar wearables using products that can be purchased IRL. These limited-edition looks—nine of which are made by mega beauty influencers Manny Gutierrez, Leilani Green, and Emmy Combs—feature the brand's best-selling 24/7 products, including the 24/7 Glide-On Waterproof Eyeliner Pencil, 24/7 Moondust Glitter Eyeshadows, and the new 24/7 Inks Liquid Eyeliner.
Urban Decay Eye-Con Launch Party in Ultaverse
To celebrate the launch, Urban Decay is teaming up with Ulta Beauty to host Urban Decay Eye-Con, the first-ever metaverse makeup launch party on Roblox, on May 13. Gamers and glamazons alike will express themselves in the Ultaverse, Ulta Beauty's innovative world inside Roblox. Participants are invited to give their avatars bold new looks and stock their virtual makeup bags at the Urban Decay pop-up shop.
Avatars can flaunt their Urban Decay “glow-ups” on the runway, snap the looks at the selfie station, enjoy makeup tutorials on the big screen, test their beauty knowledge and party alongside Eye-Con's hosts: Gutierrez, Green and Combs. The party will be held through June 12.
"We believe beauty has superpowers that unleash self-expression, fun and possibilities – and importantly, that beauty is for all," said Agustina Sartori, senior director of digital innovation, Ulta Beauty. "The Ultaverse is an inclusive, entertaining and educational destination for younger generations to embrace the joy of beauty digitally. Our work with Urban Decay only amplifies the creative ways such a dynamic destination can come to life. We cannot wait to get this party started together!"
Saturday’s event comes on the heels of the brand’s successful collaboration with Paris Hilton last fall to launch Cryptoween, a virtual Halloween soirée complete with costumes, DJ sets and special celebrity appearances.
"Last year's Paris Hilton x Cryptoween event was a major success and showed us just how groundbreaking the metaverse can be for beauty creators," said Erdmann. "Urban Decay Eye-Con will have even more color, creativity, and custom looks that are nothing short of eye-conic."