The beauty products arm of the famous Italian luxury fashion house, Armani Beauty, is diving into the metaverse, launching a new game on Fortnite, called “Rewrite the Code.”
According to reports, Rewrite the Code is inspired by the brand’s new men’s fragrance, Armani Code Parfum.
And indeed, Véronique Gautier, global president, Armani Beauty, at L’Oréal said:
“The game is a new and very natural world to express the modern masculinity of the new Armani Code fragrance. Fortnite is a perfect cultural match with our [male] Armani Code audience – young, urban, modern – and [gives] the opportunity to tap into Generation Z gamers, who spend three times more time on Fortnite than on TikTok.”
The game launched Sept. 26 and is supported by livestreams with players on YouTube, TikTok and Twitch in the U.S., U.K., France, Spain and Germany.
Rewrite the code: how Armani’s new game works in Fortnite’s metaverse
Gautier also described how Armani’s new Rewrite the Code game in Fortnite works, saying that players have the power to put the world to rights by “rewriting the code.”
Basically, players collect code numbers to unlock them, and each speed run is a mini-game that features a different environment, with an olfactory ingredient found in the Armani Code fragrance, such as iris, cedarwood and sage.
In this regard, Gautier said:
“The concept of the game within Fortnite Creative is a natural extension of the Armani Code communication platform. Players are invited to ‘rewrite the code,'” Gautier said. “The codes of a new forward-looking future, the codes of modern men and women in progress. Imagine a world where everything goes wrong, goes upside down – what if you had the power to put the world back in order, to rewrite the codes? Players are taken on thrilling speed runs through an upside-down urban world before using the Armani Code fragrance to unlock a forward-looking future.”
The protagonist of the Armani Code campaign unveiled this September is British actor Regé-Jean Page, who walks and runs through the streets of a world where people walk backwards and clockwise turns counterclockwise.
In the campaign, Page will only stop when he comes across a woman whom he looks at intensely, and at that very moment the Armani Code bottle jumps as if to indicate that, from now on, the world is back in its place.
Fortnite and the pixel-flavored Coca-Cola Zero Sugar Byte
Fortnite, the online video game developed by Epic Games, has welcomed to its Fortnite Creative section not only Armani Beauty with its Armani Code Parfum-inspired game, but also Coca-Cola’s dedicated product.
In April, the global beverage giant announced the launch of its new pixel-flavored Coke Zero Sugar Byte on Fortnite’s Pixel Point Island.
In that case, the game, instead of inviting players to rewrite code as with Armani Beauty’s Rewrite the Code, invited them to participate in scavenger hunt mini-games and other activities.
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