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Urban Decay Launches First AR Game for Naked x Robin Eisenberg Limited Edition Eyeshadow Palette

07/10/2022
Production Company
Los Angeles, USA
627
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Tool of North America developed the AR game powered by WebAR platform 8th Wall

Today, Urban Decay announces a partnership with LA-based artist and animator Robin Eisenberg that includes the release of a limited edition ‘Naked x Robin Eisenberg’ Eyeshadow Palette. This unique product launch will also give customers the chance to immerse themselves in Robin’s art even further through a brand new AR game called ‘Beamin’ Up.’ 

'Beamin' Up' is Urban Decay's first interactive AR game, and it will appear at point of sale and will be accessible on the 'Naked x Robin Eisenberg Eyeshadow Palette' packaging for customers to take home. The brand had early involvement with the gaming community on Twitch and was inspired to explore another step with an AR experience beyond filters and virtual try-ons. The game is also available to play via Urban Decay’s website at Urban Decay X Robin Eisenberg Web AR Game

The interactive game allows users to ‘Aim, Beam, Power Up & Share Good Vibes’ as oncoming aliens fly towards them. After playing the game, users can download personalized assets to share their ‘Vibe Score’ on socials using #UDRobinEisenberg. 

“Robin Eisenberg’s design aesthetic will one day be considered a hallmark of a generation. Urban Decay was inspired by Robin’s bold and colorful illustrations and believe her art truly connects with our brand purpose,” said Malena Higuera, general manager at Urban Decay Cosmetics & Executive Committee Member L’Oreal USA. “By going beyond a product collaboration with Robin with the unveiling of Urban Decay’s first-ever AR game featuring her exclusive designs, Urban Decay is pushing the creative boundaries of cosmetics and bringing our community something unique we know they’ll love.” 

The AR game was developed by creative production partner, Tool of North America and powered by WebAR development platform, 8th Wall. The palettes will be available for purchase at over 13,000 Ulta locations, over 500 Sephora locations across the United States, and on urbandecay.com starting on September 29th as part of Urban Decay’s 2022 Holiday Collection. With a focus on Gen X and Millennials, Urban Decay will also be activating at ComplexCon in Long Beach, CA in November to promote the game and product collaboration with Robin Eisenberg. 

“Tool sees augmented reality and gaming as a valuable bridge to the digital world we know consumers love. It’s an opportunity for brands to gamify their products and create a digital extension of its packaging. ‘Beamin’ Up is a great first step for a cosmetics brand like L’Oreal to further its consumer experience with their products,” said Dustin Callif, president at Tool of North America.