The brand’s e.l.f. Up! activation on the online platform enables players to create their own start-up business “that reflects their values” via a series of interactive games.
With a focus on personalisation and self-expression, the games are said to help users build life skills and raise social awareness, according to a statement from e.l.f. Beauty.
Players can explore games inspired by the brand’s hero products too.
These include Big Mood, a virtual recording studio and karaoke bar, and Holy Hydration, a sea life charity and animal rescue where users can adopt virtual pets.
Gamers can also explore Halo Glow, a crystal cave jewellery and art gallery, and Power Grip, which is described as an extreme climbing gym and tech start-up.
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“Our community has been asking for us to be on Roblox,” said Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty.
“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.”
As part of the launch, e.l.f. Beauty is giving out one million free user-generated content (UGC) items that users can wear on their avatars in-game.
All are inspired by e.l.f. Beauty products.
Roblox gamers can also earn UGC items via the games, including a virtual goldfish pet or Big Mood-themed wings.
E.l.f. Beauty joins more than 200 beauty brands who have launched activations on Roblox, including L’Oréal, Givenchy and NARS.
The platform has become an increasingly popular way for brands to reach consumers, particularly for Gen Z, e.l.f. Beauty’s target demographic.