Essence makeup enters gaming world with Roblox game
Essence makeup is entering the Roblox sphere with its debut game—“Color dare by essence.”
The dream-like world requires kindness as an essential tool to save the world, and follows its successful Twitch cosplay contest held in partnership with creator Emiru to reflect its dedication to supporting the gaming community, the brand noted.
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Developed in partnership with DEPT, “Color dare by essence” revolves around the themes of identity and diversity, which reflect the brand mission statement of making beauty fun.
Players will be able to create a colorful and diverse world with individualized avatars that, with the help of the main character, Lash Princess, will work to fight off the looming storm of gray darkness, which embodies such negative aspects as bullying and violence, the company said.
“Diversity, kindness and self-expression were our main drivers when creating the game, as all are values integral to the essence brand,” said Thorsten Mühl, chief digital marketing and experience office (CXO) at Cosnova. “The gaming landscape has become an integral part of essence's digital presence, and the foray into Roblox represents a strategic move to enhance the brand's reach and connect with a diverse audience while raising awareness of important social issues.”
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In addition, the brand noted that is planning four community days on which players will be given a time limit to defeat the grey in the world. If the goal is reached, players will win a donation to two charities selected by the brand and LGBTQIA+ agency The Mixx.