Vegan and cruelty free beauty brand e.l.f. is launching an experience called e.l.f. UP! on gaming platform Roblox. With a focus on edutainment, the activation enjoins users to create their dream start-up—gamifying the acquisition of entrepreneurial skills and financial literacy while raising awareness of social issues.
According to e.l.f., the idea was inspired and informed by insights from the World Economic Forum‘s 2023 Future of Jobs Report which noted that “creative, analytical thinking and coding are the key skill sets for today’s workplace” alongside a recent study by BazaarVoice which reported sth 62% of Gen-Z are either entrepreneurs already or aspire to become entrepreneurs.
It also drew influence from the findings of Roblox’s 2023 Digital Expression: Fashion & Beauty Trends Report—namely that 88% of Gen-Z believe freedom to express themselves in the digital realm has helped them become more comfortable at expressing themselves in the physical world.
“It’s part of our journey to disrupt norms, shape culture and connect communities through positivity, inclusivity and accessibility,” e.l.f. Beauty chief marketing officer, Kory Marchisotto, said in a statement. “Our community can follow their entrepreneurial dreams and empower the next generation who flourish in these digital economies.”
Many features of the activation are nods to e.l.f.’s hero products. The Big Mood recording studio and karaoke bar takes its name from the brand’s signature mascara, underwater sea life and animal rescue charity Holy Hydration from its bestselling moisturizer. A tech start-up meets climbing gym is aptly named Power Grip after its popular skin primer product.
However, Yonatan Raz-Fridman, founder and CEO of Supersocial which built the experience noted that an important criterion in its development had been that it went beyond pushing product, ensuring that it communicated the ethos of the brand to resonate more strongly with its Gen-Z fans.
“This isn’t just another game; it’s a virtual breeding ground for tomorrow’s artists, activists and changemakers,” he said. Supersocial is a leading developer and publisher of metaverse games and experiences.
There are also over a million user-generated content (UGC) digital accessories—Holy Hydration goldfish to Big Mood musical wings— up for grabs which players can earn via participating in tasks and challenges.
Future developments post-launch include a pet adoption center alongside new game mechanics, and further areas inspired by new products and launches. A multi-lingual rollout is also planned for further down the line.
According to McKinsey, the beauty market is expected to reach approximately $580 billion by 2027 while IPSOS places the current value of the gaming industry at $385 billion—set to increase to over $522 billion by 2027.
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