Beauty brand e.l.f. is taking its collaboration with the virtual world and gaming platform Roblox to a new level by integrating real-world commerce. This innovative move allows U.S. visitors to purchase exclusive physical products within the e.l.f. Up! experience on Roblox, powered by Walmart.
The newly launched virtual kiosk offers Roblox users the chance to buy a limited-edition hoodie exclusive to the platform, along with other physical products like skincare items, lip balm, and sunscreen. As an added bonus, eligible users will receive a “virtual twin” of their purchased items for use within Roblox, creating a seamless bridge between virtual and real-world experiences.
“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,” stated Kory Marchisotto, chief marketing officer at e.l.f. beauty. “Testing commerce on Roblox is the next evolution in our journey of merging beauty with immersive platforms.” Since its launch on Roblox in November, e.l.f. has attracted over 12 million visits and distributed more than 1 million free limited-edition virtual items to users.
In its ongoing efforts to enhance the user experience, e.l.f. is collaborating with Roblox community creators to design the digital items included with each purchase. Stephanie Latham, vice president of global brand partnerships at Roblox, highlighted the significance of this partnership: “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. 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.”
Roblox, a platform renowned for enabling users to create and play games, has become a compelling avenue for brands to sell products and curate unique user experiences. This approach not only enhances brand loyalty but also attracts discerning customers. The integration of commerce within Roblox is part of a broader trend where virtual platforms are increasingly intersecting with real-world commerce, offering immersive and interactive shopping experiences.
E.l.f.’s foray into virtual commerce on Roblox is complemented by its recent launch of a beauty shopping app for Apple’s Vision Pro spatial computer. The app leverages Vision Pro’s 3D user interface to create a multi-sensory, immersive shopping experience, further cementing e.l.f.’s position at the forefront of digital innovation in the beauty industry.
As e.l.f. and Roblox continue to push the boundaries of digital and real-world integration, this partnership marks a significant step towards the future of shopping, where immersive, interactive, and personalized experiences become the norm.