e.l.f. becomes 'first beauty brand to test real-world commerce' on Roblox

By Cassandra Stern

- Last updated on GMT

"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, VP of global brand partnerships at Roblox in a press statement. © e.l.f.
"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, VP of global brand partnerships at Roblox in a press statement. © e.l.f.

Related tags Virtual reality beauty 4.0 digital

e.l.f.'s virtual shopping experience offers physical objects for consumer purchase as counterparts to virtual items that can be shopped, including a limited-edition hoodie and a select collection of best-selling lip and SPF products.

In partnership with Walmart and Roblox, e.l.f. has launched an industry first and become the "first beauty brand to test real-world commerce" on the gaming platform, as detailed in a company press release. The collaboration features "a virtual kiosk within its immersive e.l.f. UP! experience on Roblox, where U.S. visitors aged 13 and up can purchase a Roblox-exclusive limited-edition physical product — an e.l.f. UP! Pets Hoodie, celebrating the brand's commitment to being cruelty free and featuring one of the beloved virtual pets from the experience," the press release details.

A virtual playground for beauty enthusiasts 

As previously reported​ by CosmeticsDesign, e.l.f. first launched its e.l.f. UP! experience in November of last year on the online gaming platform Roblox. e.l.f. UP! is designed to enable user exploration of digital startups inspired by currently available e.l.f. products like the virtual recording studio and karaoke Big Mood, extreme climbing gym Power Grip, and underwater sea life animal rescue Holy Hydration!

Since the launch, e.l.f. UP! has amassed a 96% positivity rating on Roblox, the press release reported, and "and has given over one million free virtual items to Roblox users — making it one of the biggest providers of free limited-edition virtual items on the platform." About the initiative's success so far, Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty shared in a press statement that "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."

Added Stephanie Latham, VP of global brand partnerships at Roblox, "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." As Roblox is "are in the early days of testing commerce," Latham explained, the new initiative with e.l.f. is designed to teach "teaching the Roblox community – and communities in digital spaces everywhere – about social commerce with purpose," said Marchisotto,

By "taking steps with brands like e.l.f. towards building the future of shopping, making it immersive, 3D and social," Latham continued; the goal of the company's Walmart-powered Roblox expansion 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."

Latham concluded in her press statement that "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 collaboration with e.l.f. is a pioneering effort to this effort.

Shoppable experience: Merging digital and physical products

As part of the shoppable experience, Roblox users can purchase a curated selection of e.l.f. lip and SPF products in addition to the limited edition e.l.f. UP! Pets Hoodie, including the Squeeze Me Lip Balm, Glow Reviver Lip Oils, and Suntouchable Whoa Glow SPF 30.

The physical items for purchase have digital counterparts, including the e.l.f. UP! Pets Hoodie, created by well-known Roblox creator SimplyALemon. About her role in the collaboration, the creator shared in a press statement that "Designing virtual items that bring awareness to an important cause, enhance the experience and resonate with the Roblox community's creativity has been incredible," and "the clothing and accessories embody the spirit of imagination and innovation that makes the e.l.f. universe so special."

The release also confirmed that "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." 

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