e.l.f. x Beekman 1802 on Roblox Kicked Off on World Kindness Day
Laura McQuarrie — November 14, 2024 — Fashion
References: roblox & investor.elfbeauty
To mark World Kindness Day on November 13th, an e.l.f. x Beekman 1802 collab launched within e.l.f.’s Roblox experience, e.l.f. UP!
The experience introduces a new themed room, a gameplay quest spreading kindness, UGC items and Beekman 1802 founders Josh Kilmer-Purcell and Dr. Brent Ridge as NPCs (non-playable characters.) Celebrating Beekman 1802's signature ingredient, goat milk, the metaverse experience also introduces a pet baby goat within the game’s Pet Adoption Center. Players are challenged to search for five hidden goats throughout the experience, all while performing acts of kindness to unlock themed digital fashion and collectible accessory items.
With this experience on Roblox, both heart-centered brands are perfectly positioned to engage the platform's user base—65% of which are under the age of 14—and Gen Alpha, a generation that's particularly passionate about skincare and beauty.
The experience introduces a new themed room, a gameplay quest spreading kindness, UGC items and Beekman 1802 founders Josh Kilmer-Purcell and Dr. Brent Ridge as NPCs (non-playable characters.) Celebrating Beekman 1802's signature ingredient, goat milk, the metaverse experience also introduces a pet baby goat within the game’s Pet Adoption Center. Players are challenged to search for five hidden goats throughout the experience, all while performing acts of kindness to unlock themed digital fashion and collectible accessory items.
With this experience on Roblox, both heart-centered brands are perfectly positioned to engage the platform's user base—65% of which are under the age of 14—and Gen Alpha, a generation that's particularly passionate about skincare and beauty.
Trend Themes
1. Metaverse Brand Collaborations - The partnership between e.l.f. and Beekman 1802 within Roblox highlights how brands can uniquely collaborate to create immersive virtual experiences.
2. Gamified Social Good Challenges - Integrating acts of kindness challenges within Roblox showcases how games can promote positive social behaviors while enhancing user engagement.
3. Generation Alpha Engagement - Targeting the under-14 demographic with themed digital fashion and collectible accessories leverages the interests and behaviors of Gen Alpha in virtual spaces.
Industry Implications
1. Virtual Skincare and Beauty - The inclusion of skincare and beauty elements in the metaverse presents new opportunities for brands to reach younger audiences in digital environments.
2. Gaming and Entertainment - Leveraging popular gaming platforms like Roblox for branded experiences demonstrates the potential of gaming as a marketing and engagement tool.
3. Digital Collectibles and Fashion - The creation of digital fashion items and accessories in the context of gaming activities highlights the growing market for virtual collectibles.
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