e.l.f. Cosmetics company has taken its collaboration with Roblox a step further by testing real-world commerce on the online game platform. It has emerged as the first beauty brand to do so to engage with its vibrant and growing Roblox community.
Users, aged 13 and up, in the United States can purchase a Roblox-exclusive limited-edition physical product – an e.l.f. UP! Pets Hoodie. It celebrates the brand’s commitment to being cruelty free and features one of the beloved virtual pets from the experience. It takes users on a dynamic, personalized journey to become successful entrepreneurs and cultural changemakers. Users support startups that represent places and causes they care most about.
Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty, said e.l.f. UP! has been lightning in a bottle since day one and continues to surprise all expectations, especially the Gen Z community. “Testing commerce on Roblox is the next evolution in our journey of merging beauty with immersive platforms. We are teaching the Roblox community and communities in digital spaces everywhere about social commerce with purpose. Our community deeply values our superpower of cruelty-free products. Through the e.l.f. UP! Pet Adoption Center, we’ve learned how essential this superpower is shaping our approach in this space.”
Stephanie Latham, VP of global brand partnerships, Roblox, says e.l.f. continues to break new ground on Roblox with its thoughtful iterations to the community experience and exclusive offerings tailored to the platform. “We are in the early days of testing commerce on Roblox, and we are excited to continue taking steps with brands like e.l.f. towards building the future of shopping, making it immersive, 3D, and social,” she said.
Roblox wants to enable brands and creators to turn their incredible brand affinity and user engagement on the platform into a seamless shopping experience for their new and existing audiences. Moreover, brands can immerse communities into their stories and enable customers to complete their journey with a purchase while socializing with their friends.
SimplyALemon, who is renowned for her Kawaii item collection in her Roblox group The Lemon Land, adds an exciting layer of credibility and creativity to the project. “Designing virtual items that bring awareness to an important cause, enhance the experience, and resonate with the Roblox community’s creativity has been incredible. The clothing and accessories embody the spirit of imagination and innovation that makes the e.l.f. universe so special.”
Besides e.l.f. UP! Pet Hoodies, users can purchase a selection of other physical products, including e.l.f.’s vegan and cruelty-free lip and SPF products. These are carefully selected by e.l.f. to emphasize the company’s commitment to protecting animals and its community with SPF and lip products.
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