Urban Decay is hosting the first Metaverse Makeup Launch Party on Roblox

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Urban Decay is hosting the first Metaverse Makeup Launch Party on Roblox

Celebrate bold, bright and badass looks 24/7 with Urban Decay Eye-Con and Ulta Beauty


EL SEGUNDO, California. , May 11, 2023 /PRNewswire/ — Urban Decay always encourages fans to break the rules and unleash their creativity in surprising ways. To empower the next generation of beauty creators in the metaverse, the pioneering cosmetics company is releasing 18 mesmerizing virtual makeup looks to Roblox, a global immersive platform where over 65 million users of all ages connect and communicate every day.

“The world of Roblox lives at the intersection of beauty and technology, bringing our UD family together,” he says Eva Erdman, President, Urban Decay Global. “As we build new communities of beauty creators and fans, our goal is simple: provide a platform where you can express yourself without compromise and connect with like-minded makeup lovers – and Eye-Con is exactly that. We are excited to take our long-standing relationship with Ulta Beauty, our premier retail partner since 2004, to the next level in the Metaverse.”

As the first project for Urban Decay, the brand developed 3D avatar wearables with products that can be purchased in real life. These limited edition looks – nine of which were created by mega beauty influencers Manny Gutierrez, Leilani Greenand Emmy Combs – offer 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 partnering with Ulta Beauty to host Urban Decay Eye-Con, the first-ever Metaverse makeup launch party on Roblox May 13, 2023. This digital party, co-hosted with America’s largest beauty retailer, is fast becoming the virtual event of the year. Both gamers and glamazons will comment on this without apologies ultraverse™, the innovative world of Ulta Beauty in Roblox. Contestants are invited to give their avatars bold new looks and stock their virtual makeup bags in Urban Decay’s pop-up shop.

Avatars can show off their Urban Decay glow-ups on the runway, catch a glimpse at the selfie station, enjoy makeup tutorials on the big screen, test their beauty knowledge and with the awesome, fearless presenters at Eye-Con celebrate: Gutierrez, Green and Combs. The fun should go on for a long time 12th of Juneth2023

“We believe beauty has superpowers that unlock self-expression, fun and opportunity — and more importantly, beauty is for everyone,” says Agustina Sartori, Senior Director of Digital Innovation, Ulta Beauty. “The Ultaverse is an inclusive, fun and educational destination for younger generations to enjoy the joy of beauty digitally. Our collaboration with Urban Decay only amplifies the creative ways in which such a dynamic destination can come to life. We can’t wait to start this party 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 featuring costumes, DJ sets and special celebrity appearances. “Last years Paris Hilton “x Cryptoween event was a huge success and showed us how groundbreaking the metaverse can be for beauty makers,” says Erdmann. “Urban Decay Eye-Con will offer even more color, creativity, and customized looks that are downright eye-candy.”

To join the 24/7 party and explore the Urban Decay Eye-Con spectacle, fans and players can create an account on Roblox.com and visit Ultaverse.

About Urban Decay Cosmetics
Urban Decay Cosmetics appeals to those who value their individuality and embrace what sets them apart. We’ve been challenging the industry’s definition of beauty since 1996 when we disrupted the sea of ​​pink makeup counters that has dominated makeup counters everywhere. Badass, cruelty-free, high-performance makeup. Reinvention instead of perfection. Inspiration without replication. kindness instead of cruelty. Sign out of Beauty telling you to be pretty. Be whatever you want to be. For more information visit urbandecay.com or follow @urbandecaycosmetics.

SOURCE Urban Decay

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