e.l.f. Beauty, a trailblazer in the beauty industry, has stepped into the metaverse with an exciting venture on the popular gaming platform, Roblox. The beauty brand's latest move involves a unique gaming experience within Roblox, designed to impart lessons in entrepreneurship.
Dubbed 'e.l.f. Up!,' this interactive activation on the online platform invites players to embark on a journey to create their own start-up businesses that authentically reflect their values. The games, carefully curated with a focus on personalization and self-expression, aim to go beyond mere entertainment, offering users an opportunity to build essential life skills while simultaneously raising social awareness, as highlighted in a statement from e.l.f. Beauty.
Diving into the virtual landscape of e.l.f. Up!, players can explore various games inspired by the brand's hero products. Notable among these is 'Big Mood,' a virtual recording studio and karaoke bar, providing a creative space for users. 'Holy Hydration' takes players to a sea life charity and animal rescue, allowing them to virtually adopt pets and contribute to a cause. The experience extends to 'Halo Glow,' featuring a crystal cave jewelry and art gallery, and 'Power Grip,' an extreme climbing gym and tech start-up.
Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty, expressed the brand's eagerness to join Roblox, stating, "It is part of our journey to disrupt norms, shape culture, and connect communities through positivity, inclusivity, and accessibility. We are able to create an experience where our community can follow their entrepreneurial dreams and empower the next generation of changemakers who flourish in these digital economies."
In conjunction with the metaverse debut, e.l.f. Beauty is generously distributing one million free user-generated content (UGC) items inspired by their products. These items can be worn by users' avatars in the game, adding a unique touch to their virtual presence. Additionally, players can earn UGC items through in-game achievements, including coveted items like a virtual goldfish pet or Big Mood-themed wings.
This strategic move aligns e.l.f. Beauty with more than 200 other beauty brands that have recognized the potential of Roblox as a platform to engage consumers. Notable names like L’Oréal, Givenchy, and NARS have previously launched activations on Roblox. The platform's increasing popularity, especially among Gen Z, is underscored by a survey revealing that 56% of Gen Z users consider styling their online avatars more important than styling themselves in the physical world.
As e.l.f. Beauty ventures into the metaverse, it not only seeks to captivate audiences but also aims to foster a community of empowered individuals ready to embrace the digital frontier of entrepreneurship.