is a Fortnite x Urban Decay collaboration designed to shift the culture of online gaming by celebrating empathy, respect, and community. Built around a pledge system and interactive in-game experiences, the campaign rewards players for positive behavior through kindness points, unlockable cosmetics, and exclusive makeup-themed quests.
Through immersive UI screens, social missions, and branded cosmetics, players are encouraged to take a stand against toxic behavior and help build a more inclusive and affirming space for women, LGBTQ+ players, and all gamers.
1.39
Billion
Women make up nearly half of the global gaming community — and their presence is shaping the future of play.
85%
Women
Women gamers have experienced harassment online. For many, it’s not the exception — it’s the norm.
59%
Users
More than half of gamers feel unsafe sharing their gender identity. That fear shouldn’t exist in a space built for fun.
46%
LGBTQ+ players
Nearly half of LGBTQ+ players have faced discrimination in-game — not for how they play, but for who they are.
The State of Online Gaming
Reaching The Right Players
Our target is an inclusive, Gen Z–leaning audience aged 18–35, aligned with Urban Decay’s core values. We’ll drive awareness through influencer partnerships, earned media, and digital ads across Twitch, YouTube, and Reddit.
L'OREAL BRANDSTORM
Art Direction
Brand Identity
Campaign Concept
Social Impact
Digital Design