Play Your Power

Objective

NARS Cosmetics launched the Powermatte lipstick collection in November 2022, targeting female gamers and beauty enthusiasts across North America, Europe, Asia, and the Middle East. The campaign aimed to differentiate the new product line through immersive interactive entertainment, combining cosmetics storytelling with engaging gameplay to drive brand awareness and product discovery among gaming-focused audiences.

Solution

The brand developed 'Play Your Power,' a WebGL-powered motorbike runner game set in Powermatte-ropolis, a neon-drenched cyberpunk cityscape where skyscrapers are designed as oversized lipstick tubes. Players select one of three characters—Dragon Girl, Too Hot To Hold, and American Woman—each representing distinct Powermatte shades and equipped with unique superpowers. The game is played as a fast-paced endless runner with real-time leaderboard competition, inviting players to achieve top positions on the Power Players List. The experience was built for cross-platform web accessibility and promoted globally by creative agency makemepulse.