Fenty Beauty x Animal Crossing: New Horizons
A strong sense of community is the key to real change. Fenty Beauty has teamed up with Animal Crossing: New Horizons to launch their latest refillable cosmetics collection.
Fenty Beauty is for all, just like Animal Crossing and we’ve connected the brands on values they both share; environmental consciousness, self-expression and fun.
Join the digital activation within Animal Crossing: New Horizons where beauty gurus and gamers alike can learn about and participate in various tasks reflecting Fenty Beauty’s commitment to sustainability while earning digital and tangible rewards.
My Role: Concepting, strategizing, mock-ups and art direction.
DIGITAL: THE ACTIVATION
Hop aboard Dodo Airlines to travel to Barbados.
INVITE FROM ISABELLE
Players will receive a message from Isabelle inviting them to Barbados to participate in Fenty’s activation and to learn about their sustainability efforts on the island.
RIH-PLANT
To reduce deforestation and air pollution in Barbados, help replant trees on the island including the Barbados Cherry which is used in several Fenty Beauty products, like their juicy Lip Oil.
BEACH CLEAN UP
Join the Baddie Beach Clean Up and help keep Barbados’ beaches clean while learning about the brand’s recycling efforts - from dropping even more refillable products to incorporating recyclable packaging and fighting water pollution in Barbados.
FENTY BEAUTY POP-UP
After completing your tasks, visit the Fenty Beauty pop-up shop to redeem digital versions of their refillable products to use on your player.
SALON
Take your new Fenty products to the island’s salon where Rihanna’s makeup artist, Priscilla Ono, will do your makeup while teaching you how each refillable product works and the environmental impact it can make.
RIHANNA CONCERT
To celebrate the launch and making Barbados more sustainable, join Rihanna in Barbados for a private concert. Scan the on-screen QR code after the concert for a discount when you purchase from the new collection. All proceeds will be donated to The Clara Lionel Foundation to fund sustainability on the island.
STREAMING: TWITCH LIVESTREAM
The most gorgeous livestream led by huge Animal Crossing fans.
Twitch streamers @LuxieGames and @imitationangel will livestream the game to showcase the activation and rewards.
SOCIAL MEDIA: INSTAGRAM
The invite extends to social for beautifully sustainable message.
Rihanna and the Twitch streamers will post to Instagram to drive awareness for the activation.
RETAIL: IN-STORE GAME PLAY
Enjoy real world rewards for your digital victories.
Sephora and Ulta will feature in-store displays with a TV and Nintendo Switch to promote the launch and for users to preview the activation.