Digital Haircare Activations

Amika's Roblox debut marks a virtual milestone for the brand, introducing a groundbreaking venture into the 'amikaverse' and reshaping audience engagement.

In this virtual realm, players become immersed in a unique brand experience, learning about products, crafting their digital items, and partaking in exclusive challenges and games. Players select a 'bestie' character to serve as their guide and digital hairstylist, leading them through a personalized adventure that unveils various aspects of the brand. Notably, the game champions inclusion and diversity by exposing users to a diverse range of hair types, partly due to Amika's deep understanding of how "hair customization and curation is more popular than ever on Roblox, and [research] shows that avatar hair is the second most important element for 67% of Gen Z consumers to customize on a daily or weekly basis," said Justine Higueras, Head of Beauty, CPG and QSR at Roblox.

This innovative approach not only fosters brand awareness but also turns the experience into a dynamic, make-your-own-adventure journey. The digital items within the game are available for purchase, presenting a new revenue stream for Amika. This pioneering move exemplifies how brands can draw inspiration from adjacent industries, offering a fresh and exciting way to captivate users in the digital landscape.