FENTY X METAVERSE
(Agency)
(Client)
Barbarian
(Role)
Art Director
Insight + Strategy
Fenty Beauty wanted to launch ICON Lipstick in a way only Fenty could—bold, inclusive, and future-facing. We explored the Metaverse, creating a beauty experience that let fans express themselves across both digital and physical worlds.
The ICON Avatar Creator: Fans built avatars with customizable lips, faces, body sizes, prosthetics, and hair textures—rooted in Fenty’s ethos of diversity. Every avatar was tied to an ICON Lipstick shade, with a seamless “Own It” button to purchase IRL.
Organic Social Ads: Avatars could be shared on social, brought to life in AR, and exported into gaming/VR platforms.
World-First Beauty Play: The first avatar builder of its kind in beauty, built to set a new industry standard.
Creative platform + activation
RESULTS
The ICON Avatar Creator positioned Fenty as the beauty brand leading in the Metaverse. Fans could be seen everywhere—from TikTok to VR—while buying into the ICON shades that inspired their avatars. A first-of-its-kind beauty activation that blended self-expression, inclusivity, and commerce.