e.l.f. Cosmetics is taking a step forward in the world of innovation by introducing real-world commerce to its Roblox experience in collaboration with Walmart. This new feature allows beauty enthusiasts to visit the e.l.f. UP! experience’s virtual kiosk in Roblox and purchase select products along with a bundled “virtual twin” digital item.
Kory Marchisotto, the chief marketing officer of e.l.f. Beauty, expressed excitement about the brand’s venture into commerce on Roblox. The e.l.f. UP! experience has been a hit among the Gen Z community, and introducing virtual commerce is seen as the next evolution in merging beauty with immersive platforms. The brand aims to educate the Roblox community and digital spaces about social commerce with a purpose, emphasizing the value of cruelty-free products.
Developed in partnership with eGen and Supersocial, e.l.f. Beauty launched its Roblox experience with the goal of helping the next generation develop entrepreneurial skills and cultural awareness. The e.l.f. UP! experience has garnered over 12 million visits and given away more than one million free virtual items. By adding virtual commerce, the brand seeks to monetize these visitors and enhance consumer loyalty, making it the first beauty brand to incorporate real-world commerce on Roblox.
Stephanie Latham, VP of global brand partnerships at Roblox, commended e.l.f. for its innovative approach and exclusive offerings tailored to the platform. The collaboration between e.l.f. and Roblox aims to shape the future of shopping by creating an immersive, 3D, and social shopping experience for users. The vision is to enable brands and creators to seamlessly integrate shopping into the platform, allowing customers to complete their journey with a purchase while socializing with friends.
In addition to the social mission-driven attractions of the e.l.f. UP! experience, the brand’s e-commerce items focus on cruelty-free products. Users can now order select cruelty-free and vegan SPF and lip products through the virtual kiosk. The curated selection includes items such as Squeeze Me Lip Balm, Glow Reviver Lip Oils, and Suntouchable Whoa Glow SPF 30, along with a limited-edition e.l.f. UP! Pets hoodie available for purchase. Furthermore, e.l.f. is making a $50,000 donation to the Humane Society of the United States to support animal welfare.
To enhance the credibility of the project, e.l.f. collaborated with Roblox creators to design bundled virtual items. For instance, the brand partnered with SimplyALemon, a renowned Roblox creator, to design the virtual twin hat bundled with the e.l.f. UP! Pets hoodie. The collaboration aims to raise awareness for important causes and resonate with the creativity of the Roblox community.
Overall, e.l.f. Cosmetics’ initiative to introduce e-commerce on Roblox represents a significant step towards creating a unique shopping experience for users. By combining virtual and real-world elements, the brand is not only expanding its reach but also fostering a sense of community and social responsibility within the digital space. U.S. users aged 13 and above can now explore the e.l.f. UP! experience virtual kiosk on mobile and desktop platforms.
