PLAY
- Brand
- Beautyblender
- Year
- 2023
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Makemepulse
Objective
Beautyblender wanted to ride the rise of gaming culture and meet new buyers on their own turf while giving existing fans a fresh reason to engage. The game was also the launch vehicle for two new products — a limited, color-changing Beautyblender PLAY sponge and the BOUNCE Skin Tint — introduced as a fun, playful way to interact with the brand's tools. Running it all in-browser let Beautyblender capture player data to follow up with targeted offers and promo codes.
Solution
Open beautyblenderplay.com on your phone and you're straight into the action — no app, no download. It's an endless, retro-arcade platformer in the Doodle Jump vein: your character keeps bouncing upward from platform to platform, and your only job is to steer it left or right so it doesn't miss a ledge and fall. Scattered among the platforms are the brand's own products — the color-changing PLAY sponge and the BOUNCE Skin Tint — and grabbing them raises your score and your shot at winning a prize. The game is built mobile-first, so it's easy to jump into straight from a social post, with a desktop version for anyone playing from a browser. Once you fall, the run ends with a prompt to leave your name and contact details for a personal offer or promo code, and the same site tucks in a quick how-to guide for prepping the physical sponge.
- 1
The player opens a dedicated browser game at the brand's own game domain; a loading screen holds while the game world builds, with no app download or install required.
- 2
A retro arcade splash screen greets the player with a call to play and win, naming the site and promising prizes to anyone who plays.
- 3
The core loop is an endless vertical runner: the character bounces automatically from platform to platform, and the player only steers the direction of each bounce, aiming to climb as high as possible since the course never ends.
- 4
Obstacles are scattered along the climb; hitting one knocks the player's progress back.
- 5
Branded collectibles tied to the sponsor's product line are placed on platforms and in midair for the player to pick up while climbing.
- 6
A run ends the moment the player falls; since the climb is infinite, the only way to improve is to start over and try to reach a higher point than before.
- 7
The game is built mobile-first for play directly on a phone, with a separate version offered for desktop, all without leaving the browser.
- 8
At the end of a session the game prompts the player for their contact details, in exchange for offers and promo codes from the sponsor.
- 9
Alongside the runner, the site also hosts a separate step-by-step product guide walking through how to prepare the sponsor's sponge for use.
