Urban Decay hosts virtual launch on Roblox

Urban Decay hosts virtual launch on Roblox

THE WHAT? Urban Decay is releasing 18 virtual make-up looks in Roblox. A first for the brand, it has developed 3D avatar wearables, using products that can be purchased in real life.

THE DETAILS The limited edition looks – half of which were created by renowned beauty influencers Manny Gutierrez, Leilani Gren and Emmy Combs, feature the brand’s best-selling 24.7 line. To celebrate the launch, Urban Decay teamed up with Ulta to host what it is claiming to be the first metaverse make-up launch party in the Ultaverse – the US beauty retailer’s world inside Roblox.

THE WHY? Eva Erdmann, President, Urban Decay Global, explains, ” The world of Roblox lives at the intersection of beauty and tech bringing our UD fam together. 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 make-up lovers — and Eye-Con is exactly that. We are excited to take our longstanding relationship with Ulta Beauty, our #1 retail partner since 2004, to the next level in the metaverse.”