Revlon Lends Lipstick Hues to Home Design Game
As many brands dip their toes into gaming experiences, beauty giant Revlon has collaborated with Playtika’s home design simulation game, Redecor, to introduce multiple new product shades to the platform for players to decorate their virtual spaces. This is Revlon’s first collaboration with a mobile game.
Redecor allows players to design their own virtual spaces, learn new design styles and engage with a user community by voting and giving feedback on their favorite designs.
With the first iteration of Revlon and Redecor’s partnership, the cosmetics brand made the new shades from its Super Lustrous lipstick collection available in the mobile/online game for users to apply those hues in their designs and engage in a “variety of exciting space design challenges,” according to a media release from Playtika.
“Whether players prefer the timeless allure of a ravishing red lip or feel inspired to revamp their virtual space with the new shade Vampire Love, Redecor players can now add a splash of Revlon's lip hues to their designs,” Playtika said in the release.
Revlon will continue to drop shade range offerings on the platform in the coming months, including two additional exclusive in-game collections. One of those collections, dropped on Feb. 14, is a Valentine's Day-themed collection dubbed the "Heartfelt Shades." It features 12 exclusive shades, plus four pre-made space designs inspired by the Revlon hues.
In addition, a Moroccan Sahara-themed collection will drop in March, offering a palette inspired by “desert-y” tones, per the release.
"To celebrate the launch of our new collection of Super Lustrous lipsticks, we wanted to collaborate with a like-minded brand in the virtual space,” Martine Williamson, chief marketing officer for Revlon, said in the release. “This is the first time we are collaborating with a mobile game, and Redecor is perfect for our foray into this digital world given the crossover of design and beauty lovers who enjoy the game. We're excited to see how our new vibrant, bold and expressive colors inspire Redecor players to unleash their most creative design fantasies."
“Redecor is an outlet for creativity, self-expression and style,” Laura Keren, vice president of global marketing for Playtika, said in the release. “Much like the ability to throw on any of the many lipstick shades in Revlon's new Super Lustrous collection to match your mood, outfit or personality, we wanted our players to feel the same sense of limitless possibilities to infuse their personal style into the spaces in Redecor. We know our players love beauty and makeup almost as much as they love interior design, so teaming up with Revlon to complement the Super Lustrous lipstick launch was a match made in heaven."