Amika's Roblox Debut Invites Players into the 'Amikaverse'
Ellen Smith — January 18, 2024 — Tech
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.
Image Credit: Amika
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.
Image Credit: Amika
Trend Themes
1. Virtual Brand Experiences - Amika's Roblox debut introduces a groundbreaking venture into the 'amikaverse' and reshapes audience engagement.
2. Dynamic, Personalized Journey - 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.
3. Digital Item Commerce - The digital items within the game are available for purchase, presenting a new revenue stream for Amika.
Industry Implications
1. Beauty and Personal Care - Amika's virtual brand experience in Roblox showcases how the beauty industry can leverage immersive digital platforms to engage with consumers.
2. Gaming - Amika's Roblox debut exemplifies how the gaming industry can collaborate with brands to create interactive experiences and expand revenue streams.
3. E-commerce - Amika's introduction of digital item commerce within the Roblox game highlights how e-commerce can extend beyond traditional platforms and tap into virtual realms.
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