E.l.f Cosmetics jumps into the metaverse with Roblox debut

E.l.f Cosmetics and E.l.f Skin are making waves in the virtual world as they join the universe of Roblox, employing their signature go-big-or-go-home approach to engage with users.

The beauty brands’ foray into Roblox unfolds through the immersive game titled “E.l.f UP,” set in a tycoon-style open world. This gamified experience invites everyone to step into the shoes of entrepreneurs, managing a shop and earning Robux, Roblox’s virtual currency. The game introduces four distinct shops, each inspired by E.l.f. Cosmetics products, including the “Big Mood” recording studio, paying homage to the brand’s mascara, and the “Power Grip” climbing gym and tech startup named after its makeup primer. Designed as an evergreen experience, the game will evolve based on community feedback, creating a dynamic and engaging platform.

While Roblox caters to users of all ages, with recommendations for various age groups, E.l.f Cosmetics’ Roblox experience is crafted to resonate with everyone. The brand emphasized that this expansion into the metaverse aligns with its commitment to relationship-building and providing a space that resonates with users’ unique needs and desires.

To accompany this launch, E.l.f. has rolled out an extensive promotional strategy, including partnerships with influencers across YouTube, TikTok, Twitch, livestream gaming, and Roblox. The brand is keen on gauging community feedback and sentiment as primary KPIs initially, with plans to refine success metrics based on user interactions. This strategic approach echoes E.l.f Cosmetics’ earlier move into TikTok, demonstrating the brand’s commitment to staying at the forefront of digital trends and engaging with its audience in meaningful ways.

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In the footsteps of other fashion and beauty brands like Fenty Beauty, PacSun, Claire’s, Urban Decay, and NYX Cosmetics, E.l.f. Cosmetics is tapping into the metaverse to connect with its audience in innovative ways.