Seeking to unlock the creativity and entrepreneurial ambitions of Gen Z consumers, E.l.f. Cosmetics has launched e.l.f. UP! on Roblox. As part of a highly personalized experience, users can create dream startups representing places and causes they care most about. The goal is to foster self-expression in a gamified environment while also building life skills such as financial literacy.
E.l.f.’s entire data strategy is designed to attract and retain Gen Z customers, and the move into Roblox was validated based on direct consumer feedback. “Our community has been asking for us to be on Roblox,” said Kory Marchisotto, Chief Marketing Officer at E.l.f. Beauty in a statement. “It’s part of our journey to disrupt norms, shape culture and connect communities through positivity, inclusivity and accessibility. We did it first on TikTok with e.l.f. Yeah, then on Twitch with e.l.f. You, and e.l.f. UP! on Roblox will be no different.”
E.l.f. UP!, built by Supersocial, features community-driven experiences inspired by e.l.f.’s top offerings, including:
- Big Mood, a recording studio and karaoke bar;
- Holy Hydration!, an underwater sea life charity and animal rescue;
- Halo Glow, a crystal cave jewelry and art gallery; and
- Power Grip, an extreme climbing gym and tech startup.
To promote the new experience, e.l.f. will give away more than 1 million pieces of user-generated content (UGC), beginning with 10 unique items at launch. Users will earn accessories influenced by the shops within the different experiences, like a Holy Hydration! Goldfish Pet or Big Mood Musical Wings.
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“The e.l.f. UP! experience on Roblox isn’t just another game; it’s a virtual breeding ground for tomorrow’s artists, activists and changemakers,” said Yonatan Raz-Fridman, Founder and CEO of Supersocial in a statement. “It combines social impact with community-driven creativity, setting the stage for a new kind of social entrepreneurship in the virtual world.”
