The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 15th Annual Shorty Awards

Paris Hilton x Urban Decay Cryptoween

Finalist in Interactive Content

Entered in Beauty

About this entry

For L'Oreal’s first Roblox activation, Cryptoween aimed to drive brand awareness, reach a larger Gen Z audience, and help UD become colorful makeup artistry pioneers not only in real life, but also in the Metaverse. We gave Paris World an exclusive Urban Decay makeover with custom avatar makeup, a palm-tree-lined entrance, runway contests and much more. As the first-ever beauty brand to partner with Paris World, we utilized Hiltons’ reputation as “Queen of the Metaverse,” a fearless trailblazer and trendsetter who shares our brand values. However, we still ensured that the Urban Decay impact was visible in every corner of Paris World. This created seamless brand integration and a state-of-the-art event that appealed to all types of users; resulting in 500k+ visits! 

Why does this entry deserve to win?

Game Flow – Avatars enter Paris World at the end of a palm tree-lined boulevard with a Paris World x Urban Decay selfie station. The virtual world includes Paris-themed shops, the UD pop-up experience, and a catwalk where users can participate in runway costume contests. To provide users with the best game experience, we aimed to create an easy-to-navigate world in which the user has full control. Makeup looks, scarily glam costumes, and a selfie station to show them off are right at users’ fingertips! These in-game experiences pay tribute to Urban Decay’s “#BeFearless” mantra that’s incorporated into every area and activation in Paris Hilton x Urban Decay Cryptoween.   

Avatar Makeup Customization – Urban Decay is one of the very first beauty brands to incorporate avatar makeup customization into the Metaverse, helping to pioneer this innovative Roblox trend. Cryptoween attendees expressed their creativity as they virtually tried on top-rated products, including 10 custom Urban Decay makeup looks inspired by Paris Hiltons’ past Halloween costumes.   

Runway Contests – Users collect clothing items throughout their Roblox experience, from Paris-themed shops and other in-game events, to add to their personal closet. They'll then put together their dream Halloween costume to help them win the runway contest, which also happens to be the first-ever Halloween fashion and beauty contest on Roblox! 

Selfie Station - Want to capture your custom avatar makeup look and Paris-inspired Halloween costume for all to see? Meet & greet Paris’ avatar and snap a photo at our selfie station to share with your friends and show off your fit.  

Community Management – Our UD team personified our brand presence in the game by creating our Master Make Up Artise Steve’s avatar. UD Steve visited the world every day and we utilized the live in-game chat feature to foster a sense of community and create authentic brand engagement with players.  


With our KPI of brand awareness and desirability in mind, the Cryptoween activation was very successful. It garnered 65 million social impressions and 500k+ visits to Paris World, beating Paris’ past event Neon Carnival! The event also received press coverage in 30+ beauty, trade, and tech articles, with an exclusive lead on Glossy - many of whom were impressed by Urban Decay being the first L’OREAL brand to pilot into Roblox. 

Additionally, we saw reach by leveraging Paris Hilton’s personal social media following, as the activation received amplification through her social posts to her combined following of 47.5 million followers (Instagram, Twitter, TikTok, and Snapchat). #ThatsHot. 


Entrant Company / Organization Name

Urban Decay Cosmetics

Entry Credits