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How e.l.f. and Supersocial Teamed Up to Empower Next Generation Entrepreneurs on Roblox
The Gen-Z beauty brand launches its first-ever experience on Roblox, empowering entrepreneurs and cultural changemakers to bring passion projects to life
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Vegan and cruelty free beauty brand e.l.f. has launched an experience called e.l.f. UP! on Roblox, the global immersive platform for connection and communication. Unlike other tycoons on Roblox, the e.l.f. experience places particular emphasis on empowering players to curate and customize their own in-game shops.
“By creating an experience that’s driven by community and easy to play, we are excited to create a virtual incubation space where players can experience the game and be empowered to become the entrepreneurs of tomorrow and realize that anything is e.l.f.ing possible,” said Patrick O’Keefe, VP, Integrated Marketing Communications e.l.f.
Informed by the World Economic Forum's 2023 Future of Jobs Report insight that, "creative, analytical thinking and coding are the key skill sets for today’s workplace,” and a recent study by BazaarVoice that reported, “62% of all Gen Z either are or intend to become entrepreneurs,” e.l.f. UP! provides a digital sandbox to foster creativity and entrepreneurship. e.l.f. UP! was also built on the insight that, “88% of Gen Z say expressing themselves in immersive spaces has likely helped them comfortably express themselves in the physical world” (Source: Roblox’s 2023 Digital Expression: Fashion & Beauty Trends Report).
A Social Tycoon with Impact
In e.l.f. UP!, players enter a playful, whimsical world that glows with potential, reflecting e.l.f.’s iconic brand style. Users run their own dream business empire, starting from the ground up as they build their own tower full of shops and features. Each new tower floor allows players to add new variety shops to their passion business including a café, recording studio and more inspired by e.l.f.’s Holy Grail collections.
The more a user expands and sells with kindness, the more customers they’ll meet and the bigger their impact will be on others. By contributing toward community goals, players receive in-game boosters and rewards not only for themselves, but for all other players in the vicinity to enjoy and further uplift the world around them.
“Everything we do is created with our incredible community in mind,” said Tatiana Wlasek, co-founder and COO of Supersocial. “By giving back to the community, we not only embody the e.l.f. ethos, but we hope to create a world that inspires others to make a positive impact around them.”
Players use their rewards to ignite inspiration and expand their business, all while helping the community thrive. Those who want to go a step further can tap into the game’s rebirth mechanic to earn themed keys which open doors to new types of shops and exclusive customer interactions and moments. All of this is created with accessibility in mind; gameplay is Roblox-native and so easy that even players with fins and paws could play.
The Biggest UGC Giveaway in Roblox History
As part of its mission of empowerment, e.l.f. will be giving away over one million units of limited user-generated content (UGC), making it the largest limited virtual goods giveaway ever conducted on the Roblox platform.
The e.l.f. UP! virtual item collection leverages the latest technology to bring animated avatar faces and bundles to the Roblox Marketplace, making e.l.f. the first cosmetics brand to have animated faces with makeup on the platform. By leveraging platform talent and working together with community creators, the experience aims to not only empower the players, but also uplift and showcase the artists and creators behind the iconic items and looks.
Play e.l.f. UP! on Roblox
Become the entrepreneur of your dreams. Enter Roblox and play e.l.f UP! here.
In the Media
About e.l.f. Cosmetics
Since 2004, e.l.f. Cosmetics has made the best of beauty accessible to every eye, lip and face. We make high-quality, prestige-inspired cosmetics and skin care products at an extraordinary value and are proud to be 100% vegan and cruelty-free. As one of the first online beauty brands, e.l.f. continues to attract a highly engaged audience and set benchmarks with new digital platforms. Our brand is widely available at leading retailers such as Target, Walmart and Ulta Beauty, and has a growing international presence. Learn more by visiting www.elfcosmetics.com.
Supersocial builds virtual worlds that empower digital natives to play, socialize, and express themselves on metaverse platforms like Roblox. Our extensive portfolio of games, experiences, and virtual merchandise collections are known throughout the industry for their iconic visuals and a relentless focus on user experience. As the premiere partner to the world’s leading brands, our mission is to create boundary-pushing experiences that represent the brand at the highest standards while feeling authentic and meaningful to metaverse communities. Learn more by visiting supersocialinc.com.
This post was originally published on Supersocial’s website.
Yon is the founder of CEO of Supersocial, an innovator and leading developer, publisher and technology company focused on virtual worlds. Thank you for subscribing to Into The Metaverse. We grow when readers who appreciate our work spread the word.