Elf embraces Gen Z's entrepreneurial drive through immersive Roblox collaboration

Article Brief:

E.l.f. Cosmetics launched a Roblox experience designed to teach financial literacy and entrepreneurial skills to the online platform’s young user base, per a press release. 

Created in collaboration with metaverse game publisher Supersocial and esports agency eGEN, E.l.f. Up! allows users to build their ideal startups and showcases locations inspired by E.l.f.'s product range. The experience will grow in the future, with the addition of new destinations to discover.

Moreover, E.l.f. is generously offering more than 1 million user-created Roblox items, starting with those referencing its popular Holy Grail collection. This move demonstrates E.l.f.'s ongoing foray into the gaming world, a sector that typically does not attract many beauty and cosmetics brands, but is highly significant to Generation Z.

Article Insight:

Recognizing Gen Z's perceived entrepreneurial spirit and their desire to thrive in an evolving economy, E.l.f. introduces its inaugural Roblox venture. The initiative aims to equip this generation with the necessary skills, inspired by BazaarVoice's research, which highlights that 62% of Gen Z either currently identifies as entrepreneurs or aspires to become one. Additionally, recent findings from the World Economic Forum emphasize the importance of creative thinking, analytical prowess, and coding abilities in today's professional landscape.

The cosmetics marketer aims to make the subject matter more engaging through gamification, using Roblox as a platform for young gamers. However, E.l.f. Up! offers a more purposeful and meaningful form of entertainment. Rather than following the usual "tycoon" approach, the game focuses on business ideas related to places and causes that players genuinely care about.

According to Yonatan Raz-Fridman, the founder and CEO of partner Supersocial, the E.l.f. UP! experience on Roblox is not just another game. It is a virtual space that nurtures future artists, activists, and changemakers. By combining social impact with community-driven creativity, the game sets the foundation for a new kind of social entrepreneurship in the virtual world.

E.l.f. Up! offers a range of immersive experiences that showcase the brand's core offerings. These include a Big Mood recording studio/karaoke bar, a Holy Hydration! marine life charity and animal rescue, a Halo Glow jewelry and art gallery, and a Power Grip climbing gym that also functions as a tech startup. Each virtual venue is home to unique non-playable characters that bring their own distinct personalities to the experience. In the future, E.l.f. plans to introduce a pet adoption center where users can find animal companions, as well as introduce additional game mechanics and multilingual options.

Despite the declining excitement surrounding the metaverse, the launch of E.l.f. Up! shows that certain marketers are still investing in this digital realm. While other platforms focus on present-day fundamentals, Roblox has emerged as a successful player in the metaverse race. As a publicly traded company, Roblox surpassed analyst expectations in its Q3 results, with a 20% year-over-year increase in daily active users reaching 70.2 million and strong revenue growth.

E.l.f. is focusing on Roblox as part of its increasing efforts to target gamers, a group that has not traditionally been a key audience for the beauty industry. In 2020, the cosmetics company began exploring this market through collaborations with Twitch streamers. Since then, E.l.f. has expanded its strategy by creating gaming-focused content on TikTok and launching a beauty and skincare line with a gaming theme.