Join Urban Decay Eye-Con and Ulta Beauty for a
24/7 celebration of bold, bright, and badass looks
LINK TO EPK: HERE
EL SEGUNDO, Calif. ,
May 11,
2023 /PRNewswire/ -- Urban Decay always encourages
fans to break the rules and unleash creativity in surprising ways.
To support the next generation of beauty creators in the metaverse,
the pioneering cosmetics company is releasing 18 mesmerizing
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," says 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 #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.
To celebrate this innovative 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, 2023. This digital bash produced with
America's largest beauty retailer is primed to be the virtual event
of the year. Gamers and glamazons alike will unapologetically
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 glowups 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
fab, fearless hosts: Gutierrez, Green, and Combs. The fun is slated
to rage on through June
12th, 2023.
"We believe beauty has superpowers that unleash self-expression,
fun and possibilities – and importantly, that beauty is for all,"
says 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!"
This immersive experience isn't Urban Decay's first foray into
Roblox's ever-expanding universe. The brand collaborated with
Paris Hilton in 2022 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," says Erdmann. "Urban Decay Eye-Con will have
even more color, creativity, and custom looks that are nothing
short of eye-conic."
To join the 24/7 party and explore the Urban Decay Eye-Con
extravaganza, fans and players can create an account on Roblox.com
and visit Ultaverse.
About Urban Decay Cosmetics
Urban Decay Cosmetics
appeals to those who relish their individuality and embrace what
makes them different. We have challenged the industry's definition
of beauty since 1996, when we disrupted the sea of pink dominating
makeup counters everywhere. Badass cruelty-free, high-performance
makeup. Reinvention over perfection. Inspiration without
replication. Kindness over cruelty. Unsubscribe from beauty telling
you to be pretty. Be whatever you want to be. For more information,
visit urbandecay.com or follow @urbandecaycosmetics.
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SOURCE Urban Decay