Dolce & Gabbana (D&G) has created an Island on Roblox inspired by its new Light Blue fragrances in a bid to expand its reach with Gen Z.
The luxury Italian brand’s world is a digital recreation of the island of Capri – the location where the Light Blue official marketing campaigns are shot – which will “introduce a new generation of gamers to the [brand’s] enchanting world”.
The move into the online gaming platform comes hot on the heels of D&G unveiling its new 25th anniversary campaign for its hero Light Blue fragrances, with Vittoria Ceretti and Theo James as the new faces.
With 97.8 million daily active users, Roblox is one of the most popular gaming and creation platforms among Gen Z, and creating this world is part of D&G’s plan to grow the retail value of its Beauty Division to €3bn by 2026.
D&G’s Light Blue Island on Roblox invites players to “embark on an interactive adventure” to discover the brand’s new fragrances.
A series of missions and mini-games will guide users through Capri and the Light Blue scents.
By “unlocking new areas”, players can admire the island’s iconic views, including the Faraglioni rocks, gardens and villas.
Players need to explore the game environment to find the ingredients of the four new Light Blue and Light Blue Capri In Love fragrances, before heading to a “mysterious laboratory” where they can recreate each formula.
For every formula recreated, users will be rewarded with accessories to customise their Roblox avatar with – each inspired by D&G’s style and the Light Blue campaign.
Players can also take photos of their character at scenic spots via selfie mode.
“Set within a captivating digital recreation of the island of Capri, the iconic location of Dolce & Gabbana Light Blue campaigns, this brand-new gameplay invites players to embark on an interactive adventure to discover the new fragrances,” read a statement from D&G.