10.18.22
Paris Hilton is hosting a Halloween party in the metaverse—and everyone is invited.
From October 17-31, visitors can head to “Paris World” in the popular online game Roblox to check out the “Cryptoween” metaverse event created by Hilton’s company 11:11 Media in partnership with cosmetics company Urban Decay.
The first Roblox activation sponsored by a L’Oréal Group-owned brand, the event is a reflection of major beauty and fashion brands’ growing investment in Roblox as a part of their metaverse marketing strategies.
Guests can choose from 10 different outfits inspired by Hilton’s past Halloween looks, including her “Bunny Princess,” “Tinkerbell” and “Phoenix” costumes, and add matching makeup looks created by Urban Decay.
Users can also model their looks in a virtual runway competition for the chance to be featured on the leaderboard. Starting October 17 from 2:00-3:00 pm PDT, Hilton will make daily appearances in the world via her avatar at the virtual world’s selfie booth.
“Our Roblox partnership with Paris Hilton is designed to connect with an entirely new audience of makeup lovers and to introduce them to our core franchises,” said Eva Erdmann, president of Urban Decay. For the brand’s first-ever metaverse activation, Hilton was an ideal partner because she is “a fun, rebellious and free spirit, like the Urban Decay fan,” added Erdmann.
Despite its name, this year’s Cryptoween activation will not include any cryptocurrency components or NFTs.
In March, Rihanna reportedly filed a trademark to sell Fenty Beauty products as virtual cosmetics, hinting that the beauty brand could be entering the metaverse in the future.
From October 17-31, visitors can head to “Paris World” in the popular online game Roblox to check out the “Cryptoween” metaverse event created by Hilton’s company 11:11 Media in partnership with cosmetics company Urban Decay.
The first Roblox activation sponsored by a L’Oréal Group-owned brand, the event is a reflection of major beauty and fashion brands’ growing investment in Roblox as a part of their metaverse marketing strategies.
About Cryptoween
Cryptoween will be held in a virtual three-room property, with each room dedicated to an Urban Decay product: the 24/7 Eyeliner, 24/7 Moondusts and Vice Lip Bond.Guests can choose from 10 different outfits inspired by Hilton’s past Halloween looks, including her “Bunny Princess,” “Tinkerbell” and “Phoenix” costumes, and add matching makeup looks created by Urban Decay.
Users can also model their looks in a virtual runway competition for the chance to be featured on the leaderboard. Starting October 17 from 2:00-3:00 pm PDT, Hilton will make daily appearances in the world via her avatar at the virtual world’s selfie booth.
“Our Roblox partnership with Paris Hilton is designed to connect with an entirely new audience of makeup lovers and to introduce them to our core franchises,” said Eva Erdmann, president of Urban Decay. For the brand’s first-ever metaverse activation, Hilton was an ideal partner because she is “a fun, rebellious and free spirit, like the Urban Decay fan,” added Erdmann.
Despite its name, this year’s Cryptoween activation will not include any cryptocurrency components or NFTs.
Other Brands’ Forays into the Metaverse
In January, at CES 2022, P&G Beauty debuted its virtual storytelling world, BeautySPHERE. A first step into the metaverse, BeautySPHERE allows visitors to virtually interact with P&G Beauty’s portfolio of brands through live and simulated content.In March, Rihanna reportedly filed a trademark to sell Fenty Beauty products as virtual cosmetics, hinting that the beauty brand could be entering the metaverse in the future.
