Rhianna’s Fenty Beauty has made its metaverse debut after launching an experiential campaign on gaming platform Roblox.
The event opens today and runs for four weeks, including a variety of games and prizes that tie in with the brand.
This includes a scavenger hunt, which sees users searching for ingredients used in the brand's skin care formulations.
Players can also visit the Fenty Beauty Lab to design their own Gloss Bomb lip gloss within the game.
Rhianna will then choose one player’s creation to be used as inspiration for the brand’s next Gloss Bomb product.
“Beauty experiences are meant to be fun, so I am excited to provide everyone, everywhere, a glimpse into our world and a new realm of amusement with our make-up, skin care and fragrance,” said Rihanna.
Other experiences include a hedge maze which showcases scents the brand uses in its products.
Exclusive accessories only available in the Fenty Beauty and Skin experience can also be claimed during the event.
It comes as more beauty brands invest in the metaverse and launch experiential stores and spaces.
Laneige launched its first virtual store in May, which features five rooms offering video content, a skin care quiz and scavenger hunt.
Consumers are also able to purchase the Korean skin care brand’s products directly through the store.
Elizabeth Arden also launched its first-ever immersive store experience last month.
The virtual space is fully shoppable and allows customers to learn more about the history of the brand and its namesake founder.
It also showcases a timeline of the company’s history with interactive content and gallery-style art.
