Create immediate buzz, drive influencer engagement, and produce high-impact content that clearly conveyed product performance.
An immersive lash “clinic” where guided appointments, personalized trials, and content-first environments turned product benefits into something guests could experience, capture, and share.
The beauty launch space is crowded, and mascara launches in particular risk blending into familiar demos and influencer routines. The challenge was to elevate a single product into a cultural moment; one that felt experiential, distinctive, and true to Urban Decay, while clearly communicating performance without relying on traditional messaging.
The Lift Lab reframed a product launch as an experience guests actively took part in, turning application into proof and participation into amplification. By uniting bold creative direction, personalization, and content capture within a single journey, the activation drove organic reach while reinforcing Urban Decay’s position as a fearless, culture-forward beauty brand.
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