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.’”
Subsequently, he continued, “Our objective was to create a world that takes customers on a dynamic, customized journey to turn out to be profitable entrepreneurs and cultural changemakers.” To that finish, the e.l.f. UP! expertise options digital experiences the place customers can discover and specific themselves the place they really feel probably the most comfy, , and engaged, together with digital recording studio and karaoke bar, Large Temper, excessive climbing fitness center and tech startup Energy Grip, and underwater sea life charity and animal rescue Holy Hydration!, every of that are impressed by at the moment accessible e.l.f. Cosmetics or e.l.f. SKIN merchandise.
The give attention to integrating a spirit of entrepreneurship is crucial to the framework of the digital expertise, added O’Keefe, as “a current research by Bazaarvoice reported that 62% of Gen-Z are both entrepreneurs already or aspire to turn out to be entrepreneurs.” Subsequently, he continued, “the extremely customized expertise fosters a complicated degree of self-expression whereas constructing life abilities like gamified monetary literacy and elevating social consciousness that customers will proceed to flex every time they return to e.l.f. UP!.”
Connecting with the e.l.f. Cosmetics client
“We would like e.l.f. UP! to be a spot that our neighborhood likes to expertise and play,” mentioned O’Keefe, as a result of “e.l.f. is for Each eye, lip, face, paw, and fin.” By launching its digital expertise on Roblox, a platform with over 70 million each day common customers as of Q3 2023, in response to Statista, the model can, due to this fact, be much more accessible and afford customers who may not be accustomed to the model a chance to expertise and work together with e.l.f. Cosmetics and e.l.f. SKIN product-inspired content material for the primary time.
Whereas Roblox’s quickest rising consumer demographic is folks between the ages of 17 and 24, the platform hosts 40 million customers over the age of 13, a statistic that lends itself to the creation of e.l.f. UP!. Shared O’Keefe, “What we love about e.l.f. UP! is that its spans throughout generations, and we’ve got heard many tales of oldsters enjoying it with their GenZ youngsters, which warms our hearts.” This shared expertise, he added, is “what e.l.f. is about: disrupting norms, shaping tradition and connecting communities by means of positivity, inclusivity and accessibility.”
The way forward for e.l.f. UP!
The model plans to proceed celebrating “daring disruptors with form hearts, elevating up-and-coming creators, supporting their voices and imaginative and prescient by giving them a platform to showcase their finest e.l.f.,” mentioned O’Keefe. To take action, e.l.f. Cosmetics might be “ unleashing the potential of each participant, giving them the instruments to construct, create and self-express along with partnering with key Roblox creators like ItsFunneh/The Krew, Lana, TeraBrite, and extra,” who will “faucet into what e.l.f. UP! represents, by merging gameplay with thrilling messaging on what it means to turn out to be a changemaker,” he defined.
There are additionally further plans for additional improvement on this house. “e.l.f. UP! will proceed to evolve,” O’Keefe confirmed, and “future developments will embody a pet adoption middle the place customers can undertake animals to affix their journey, new sport mechanics, extra areas impressed by new merchandise and launches, a multi-lingual rollout, and extra.”