Land of Soap & Glory: British brand unveils gaming destination

By Julia Wray | Published: 2-Jul-2021

Located within social gaming platform RecRoom, Soap and Glory Land aims to bridge the worlds of gaming and beauty

British beauty favourite Soap & Glory is venturing into gamification.

The brand is enhancing the launch of its new Glow and Good Hydrations lines with a live VR experience called Soap and Glory Land.

The immersive activation forms part of Soap & Glory’s latest campaign ‘Get Ready To Play’, which bridges the gap between the worlds of gaming and beauty whilst elevating its feel-good skin care product offering.

Soap and Glory Land sits within the social gaming platform RecRoom and Soap & Glory is the first beauty brand to bring a skin care launch to life within this network, tapping RecRoom’s 15 million accounts.

Consumers will be able to log on and play bespoke games within three custom Soap & Glory rooms, designed for the launch.

Users will be guided through a pink landscape to uncover glowing citrus groves and fondant cloudscapes, with each space speaking to the key benefits of the ranges.

As the player navigates their way through this universe, they have the chance to discover branded prizes to use online at

Lynn Ritson, Global Digital Director at Soap & Glory owner No7 Beauty Company, said: “The interactive, virtual experience exemplifies Soap & Glory’s 15-year heritage of concocting a ‘gloriously different kind of luxury beauty for all’, exceeding industry norms and celebrating the joy that beauty can bring to the every day.

“To be working with RecRoom is really exciting and puts Soap & Glory at the forefront of engaging with consumers on a digital level.”

The campaign, which goes live on 5 July, will be supported by Clare Callery, a UK-based Sims gamer and influencer with 1.8 million YouTube subscribers.

Soap & Glory is the latest in a growing roster of brands exploring the synergies between beauty and gaming.

Make-up brands Benefit and e.l.f. Cosmetics have dabbled with varying degrees of success in Twitch, the live streaming platform for gamers, while Animal Crossing, which became an escape for many during lockdown, inspired several labels to team up with the Nintendo Switch game to offer bespoke make-up looks for players’ avatars.

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