e.l.f. Explores Immersive Commerce Within Its e.l.f. UP! Experience on Roblox as First Beauty Brand
July 01 2024 - 12:01AM
Business Wire
e.l.f. continues to disrupt norms via new
avenues in commerce, co-creating with its digital community for a
meaningful cause
In another eyes.lips.first., e.l.f. (NYSE: ELF) is expanding its
collaboration with Roblox (NYSE: RBLX), making e.l.f. the first
beauty brand to test real-world commerce on Roblox1, powered by
Walmart. The initiative will further e.l.f.'s mission to bring the
best of beauty to every eye, lip and face, and engage with its
vibrant and growing Roblox community of over 12 million total
visits and counting.
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e.l.f. is expanding its collaboration
with Roblox, becoming the first beauty brand to test real-world
commerce on the platform. (Photo: Business Wire)
e.l.f. has created 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. e.l.f. is also making a separate $50,000 donation to
the Humane Society of the United States to reinforce its support of
animal welfare and appealing to every eye, lip, face and paw.
e.l.f.’s Roblox e.l.f. UP! experience, which launched in
November 2023, takes users on a dynamic, personalized journey to
become successful entrepreneurs and cultural changemakers. Users
focus on startups that represent places and causes they care most
about. Since its launch, the e.l.f. UP! experience on Roblox has
garnered a 96% positivity rating2 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.
“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,” said Kory Marchisotto, Chief Marketing Officer,
e.l.f. Beauty. “Testing commerce on Roblox is the next
evolution in our journey of merging beauty with immersive
platforms. We are teaching the Roblox community – and communities
in digital spaces everywhere – about social commerce with purpose.
Our community deeply values our superpower of cruelty-free
products. Through the e.l.f. UP! Pet Adoption Center, we’ve learned
how essential this superpower is, shaping our approach in this
space.”
“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, Roblox. “We are in the early days
of testing commerce on Roblox, and 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. Our vision 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. 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.”
In addition to the e.l.f. UP! Pets Hoodie, users can also
purchase a selection of other physical products, including e.l.f.’s
vegan and cruelty free lip and SPF products. These products were
carefully selected by e.l.f. to emphasize the company’s commitment
to protecting animals and its community with SPF and lip products.
The curated selection includes:
- Squeeze Me Lip Balm (Virtual Twin: Squeeze Me Grape
Hairstyle): A refreshing skincare product.
- Glow Reviver Lip Oils (Virtual Twin: Lip Oil Wings): To
nourish and add a vibrant glow to lips.
- Suntouchable Whoa Glow SPF 30 (Virtual Twin: Beach
Bandau): Providing sun protection.
Eligible users who complete a purchase of these items through
the e.l.f. UP! experience virtual kiosk will receive a "virtual
twin" – a digital item, available for use on Roblox. e.l.f. is
collaborating with renowned Roblox community creators to design
these virtual items, enhancing each with wigs, wings and more to
further elevate the experience for its community members. The
creator behind the e.l.f. UP! Pets Hoodie virtual item,
SimplyALemon, particularly well known for her Kawaii item
collection in her Roblox group The Lemon Land, adds another
exciting layer of credibility and creativity to the project.
"I'm thrilled to collaborate with e.l.f. and the Roblox
community on this exciting project," said SimplyALemon. "Designing
virtual items that bring awareness to an important cause, enhance
the experience and resonate with Roblox community's creativity has
been incredible. The clothing and accessories embody the spirit of
imagination and innovation that makes the e.l.f. universe so
special. I can't wait to see people enjoy these new items on the
platform—and in the physical world."
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. The e.l.f. UP! experience is developed by e.l.f. in
partnership with eGen and Supersocial.
For more information about e.l.f., please visit
www.elfbeauty.com and follow e.l.f.’s social channels:
@elfcosmetics on Instagram and @elfyeah on TikTok.
About e.l.f. Cosmetics e.l.f. Beauty (NYSE: ELF) is
fueled by a belief that anything is e.l.f.ing possible. We are a
different kind of company that disrupts norms, shapes culture and
connects communities through positivity, inclusivity and
accessibility. e.l.f. Cosmetics, our global flagship brand, makes
the best of beauty accessible to every eye, lip and face by
bringing together the best of beauty, culture and entertainment.
Our superpower is delivering universally appealing, premium-quality
products at accessible prices that are e.l.f. clean, vegan, double
Cruelty Free Certified with both Leaping Bunny and PETA, and
manufactured in Fair Trade Certified™ facilities. Learn more at
www.elfcosmetics.com.
1Real-world commerce on Roblox stands for ability to buy and
sell goods (items) and services that can be enjoyed in the physical
world outside of Roblox, via the Roblox platform. 2 As of June 24,
2024
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version on businesswire.com: https://www.businesswire.com/news/home/20240627246638/en/
e.l.f. Beauty Media Inquiries: Melinda Fried
mfried@elfbeauty.com
Consumer Media Inquiries: Brittany Banion
brittany@weareshadow.com
Business Media Inquiries: Rachel Sharpe elf@5wpr.com
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