Urban Decay Lift Lounge

APPROACH 

To celebrate the launch of Urban Decay’s new Tube Job mascara, Faulhaber executed an immersive, multi-touchpoint experience designed to engage key KOLs and creators while showcasing Urban Decay’s bold, rebellious identity.

The experience featured a variety of meaningful branded touchpoints, including:

• Transformation-driven product discovery, inviting guests to try, play, and glam up while experiencing Tube Job’s clean lift and zero-smudge wear firsthand.
• Nightlife-meets-burlesque performances, channeling Urban Decay’s provocative spirit and high-glam edge.
• Premium photo and content moments, designed for social capture and organic amplification.
• MUA-led touchups and product education, encouraging trial while reinforcing product claims and performance.
• Immersive nightlife-inspired environments, blending beauty with music, movement, and self-expression.
• Cureus the Label lingerie gifting and UD product gifting to bring together the experience and continue it after the event.

Key creators were invited to experience the full Girls’ Night Out journey, generating content and buzz across social and editorial channels. The activation tapped into the cultural energy of pre-Valentine’s nightlife and the shared ritual of getting ready together — a moment rooted in confidence, transformation, and connection.

By combining high-impact glam, performance-driven beauty, and immersive storytelling, Urban Decay transformed a product launch into a bold, experiential world where guests didn’t just see the brand — they lived it.