E.L.F. Beauty's Roblox Domination: A Masterclass in Cultivating Community
E.L.F. Beauty's Roblox Domination: A Masterclass in Cultivating Community
When it comes to delivering best-in-class brand experiences on Roblox, E.L.F. Beauty is in a league of their own. The numbers for their popular Tycoon game speak volumes - a staggering 12.1 million visits racked up, with players spending an impressive average of 5.6 minutes per session. But stats like a 96% approval rating show E.L.F. has absolutely cracked the code on nailing the fun factor that keeps players engaged.
What truly sets E.L.F. apart, however, is their innate understanding of how to cultivate a thriving community around their Roblox offerings. Take their Discord server masterfully run by community manager Izzy - rather than blasting new members with a wave of @everyone pings, it smartly prompts users to set tailored notification preferences right off the bat. Small touches like this provide a warm welcome that jibes with Discord's vibe. And E.L.F. has clearly tapped a vein, with a combined 173K members across their Roblox group and Discord forming super passionate fan bases.
So what makes their games resonate so well? For one, E.L.F. truly gets the quirky, irreverent culture and sense of humor that Roblox players love. Sure, their Tycoon game represents makeup products as you'd expect, but they also lean into the wacky side with items like a dog-walking human suit avatar - bringing some perfectly on-brand weirdness that vibes with players' tastes.
E.L.F. reinforces this authentic approach through activations tailored for the Roblox space. Their recent limited 24-hour item drop collab with Liquid Death, the canned water brand, is a prime example. Players went wild over the sardonic, on-brand crossover items up for grabs. It's clear E.L.F. understands what makes these drops appealing: that ephemeral, gotta-get-it-before-it's-gone appeal that has Roblox players frothing.
But E.L.F. isn't just slaying in the virtual realm. They're also bridging brilliantly with real world activations - like becoming the first beauty brand to serve as a primary sponsor of the iconic Indy 500 race IRL. To amplify the big milestone, they launched an "Indy 500 Race" quest right in their Tycoon game, letting players experience the action virtually too. Chef's kiss for those seamless Roblox-spanning experiences!
Speaking of their Tycoon game (developed in partnership with experts Supersocial Inc.), it absolutely nails cultivating all the essential progression and social systems that get players hooked. From earning tickets through challenges to daily login bonuses to the ability to "rebirth" for higher stakes gameplay - it's a the hits of enduring RPG mechanics that keep players grinding.
The monetization is just as on-point, with affordable boosts and purchasable currency options that avoid gouging its audience. Two full hours of playtime for just 99 Robux? Now that's some serious value. No wonder players keep coming back.
But arguably the coolest part of E.L.F.'s Roblox experience is the integration with Flaunt that rewards players with IRL discounts and loyalty points for the brand's makeup products just for playing their game. Hello, brilliant customer retention hack! Why wouldn't fans keep coming back for that?
From the quirky items and avatars that vibe with Roblox culture to innovative real-world activations and crossovers to finding creative ways to authentically represent their brand in Roblox - E.L.F. BEAUTY is simply the total package when it comes to nailing the platform. While other brands are still fumbling to figure out how to resonate with this audience, this beauty powerhouse is showing everyone how it's done in style.
Sure, their approach isn't revolutionary - delivering fun experiences, cultivating community, and finding authentic brand tie-ins. But E.L.F. is executing at such a high level that they're simply lapping the competition. With 11.7 million visits and a 95% approval rating as proof, they've absolutely crushed the assignment of keeping Robloxians engaged and coming back for more.
As more brands inevitably try to follow E.L.F.'s lead onto promising platforms like Roblox, the key takeaway is clear: Nail the culture and vibe, cultivate real community, reward your fans, and above all, deliver truly fun experiences rooted in your brand DNA. It's a masterclass that E.L.F. Beauty is teaching in real time - and the rest of the beauty world would be wise to take notes.
This guest post was written by James Purell. You can connect with him on Linkedin. James is a Roblox Marketing and Strategy consultant, advising brands on how to best optimise their Roblox activations, previously the Head of Roblox Strategy and Marketing at Freshcut and before that the Senior Community Manager at Hover.gg.
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