e.l.f. Cosmetics launches model’s first-ever Roblox digital expertise

This month, magnificence model e.l.f. Cosmetics introduced in partnership with its e.l.f. SKIN skincare assortment has launched e.l.f. UP!, which is the model’s first-ever digital expertise on the net sport platform and sport creation system Roblox. e.l.f. UP! permits gamers to “create dream startups that characterize locations and causes they care most about​,” shared e.l.f. Cosmetics VP of Built-in Advertising Communications, Patrick O’Keefe, and convey e.l.f. “manufacturers to life in methods that aren’t potential within the bodily world, whereas additionally offering a digital sandbox for fostering creativity and entrepreneurship​.” 

To be taught extra in regards to the distinctive launch, CosmeticsDesign spoke to O’Keefe in regards to the idea behind e.l.f. UP!, the model’s major targets behind the launch, and plans for additional growth and improvement within the intersection between magnificence and the digital house. 

Behind e.l.f. UP! 

The concept behind the digital expertise, which permits customers to discover completely different digital areas and turn out to be their very own digital entrepreneurs, was based partly in regards to the e.l.f. neighborhood itself. “Our neighborhood was asking for us to be on Roblox, and we additionally comply with insights​,” mentioned O’Keefe. For instance, he shared, “Roblox’s 2023 Digital Expression: Trend & Magnificence Developments Report highlighted that, ‘88% of Gen-Z imagine freedom to specific themselves within the digital realm has helped them turn out to be extra comfy at expressing themselves within the bodily world,’” ​and “in response to World Financial Discussion board’s 2023 Way forward for Jobs Report, ‘inventive, analytical pondering and coding are the important thing ability units for right now’s office​.’”