E.l.f Cosmetics makes its Roblox debut
Via Glossy…
E.l.f Cosmetics and E.l.f Skin are joining Roblox with the same go-big-or-go-home approach for which the brands have become known.
The company’s entry onto the platform is through a game called “E.l.f UP.” It centers on a tycoon-style open world, allowing users to play entrepreneurs by operating a shop and earning Robux, which is Roblox’s virtual currency. At the onset, users can choose from four shops, each of which is related to E.l.f. Cosmetics products. They include the “Big Mood” recording studio, named after the brand’s mascara, and the “Power Grip” climbing gym and tech startup named after its makeup primer. The evergreen game will evolve as the brand solicits community feedback.
Roblox lets creators make experiences that are recommended for people of all ages, people 9 years old and up or people 13 years old and up — recommendations are based on the content and complexity of activity. Though E.l.f Cosmetics’ Roblox experience is geared for anyone and everyone, 22% of Roblox users are 17-24 years old and 55% are older than age 13. Roblox has 70.2 million daily active users, according to its latest earnings report released on Wednesday.
“This is about relationship building and creating an orbit that people want to be a part of, and want to return to over and over again, and want to tell other people to join,” said Kory Marchisotto, CMO of E.l.f. Beauty. “People who don’t know our brand quickly become fans … This is another world where people will be wowed by E.l.f’s service to their unique needs, wants and desires.”
E.l.f’s expansion to Roblox is not surprising, given the brand’s embrace of other digital media and community-driven platforms like Twitch, NFTs and video challenge competitions on TikTok. Marchisotto said every activation further drives the brand’s mission around encouraging self-expression, empowerment and embodying ethical stances. Several other fashion and beauty brands have debuted on Roblox, including Fenty Beauty, PacSun, Claire’s, Urban Decay and NYX Cosmetics.
