Fenty Beauty’s new Roblox activation will feature interactive scavenger hunts, mazes and other opportunities to learn about the inspirations for, and ingredients from, some of the company’s products. The event, called The Fenty Beauty + Skin Experience, launched on June 30 and will run through July 30, 2023.
The metaverse experience will reportedly teach shoppers about popular products, including Fenty Skin Melt Awf Jelly Oil Makeup-Melting Cleanser, Fenty Eau de Parfum and Fenty Beauty Gloss Bomb Universal Lip Luminizer, according to Yahoo! News.
The space also includes a virtual beauty lab where visitors can create a customized version of the Gloss Bomb Universal Lip Luminizer by choosing its ingredients, effects, bottle, lid and applicator. They also can name their own shade and put the finished product on a virtual retail display called the “Sephora Experience,” where others can vote on their favorite user-created item. The winner will inspire the next Gloss Bomb, which will hit the market in 2024.
“Beauty experiences are meant to be fun, so I’m excited to provide everyone, everywhere, a glimpse into our world and a new realm of amusement with our makeup, skin care and fragrance,” said Rihanna, Founder of Fenty Beauty in a statement.
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Retailers’ interest in the metaverse has subsided somewhat but it hasn’t completely disappeared. Companies including Coach have continued launching Web3-based activations, and Decentraland held its second annual Metaverse Fashion Week in March.
In the beauty space, Clinique launched a virtual storefront called Clinique Lab, featuring a photorealistic 3D environment where users can discover, interact, play, learn and shop. Visitors also can create a custom avatar and explore six unique zones, including product stories, gamification, personalized interaction with Clinique Consultants, unique offers and immersive on-site shopping.
