E.l.f. Beauty tests real-world commerce within the virtual world of Roblox
E.l.f. Beauty is continuing to build upon its previously announced partnership with Roblox by testing real-world commerce on the platform.
Powered by Walmart, the initiative aims to expand the beauty brand’s mission of bringing the best of beauty to consumers by engaging with the Roblox community, which contains over 12 million total visits.
Within the world of Roblox, e.l.f. Beauty created a virtual kiosk located in its immersive UP! Experience, where visitors aged 13 years old and older can purchase an exclusive limited-edition physical product.
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“E.l.f. continues to break new ground on Roblox with its thoughtful iterations to the community experience and exclusive offerings tailored to our platform,” said Stephanie Latham, vice president of global brand partnerships, Roblox. “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. Our vision is to ultimately 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. The shoppable future of Roblox means that brands can immerse communities into their stories — and enable customers to complete their journey with a purchase while socializing with their friends.”
The selection available currently includes an e.l.f. UP! Pets Hoodie to celebrate the brand’s commitment to being cruelty-free and features one of the beloved pets from the experience. In addition, e.l.f. is also making a separate $50,000 donation to the Humane Society of the United States to reinforce its support of animal welfare.
“E.l.f. UP! has been lightning in a bottle since day one and continues to surpass all expectations, especially among our Gen Z community,” said Kory Marchisotto, chief marketing officer, e.l.f. Beauty. “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.”
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Other e.l.f. products consumers can shop via the digital storefront include the Squeeze Me Lip Balm and its virtual twin the Squeeze Me Grape Hairstyle; the Glow Reviver Lip Oils and iys virtual twin the Lip Oil Wings; and Suntouchable Whoa Glow SPF 30 and its virtual twin the Beach Bandau.
The physical items that can be purchased through the e.l.f. UP! experience virtual kiosk will be accessible to U.S. users on mobile and desktop.
