Nars Cosmetics is the next to jump on the metaverse wave with a game on Roblox. YPulse has been exploring the many fashion brands entering the metaverse and now beauty brands are getting in on it, too. Our research shows that Nars is a top beauty brand among Gen Z and Millennial females in Western Europe and it’s featured constantly in beauty influencers’ feeds. But the brand is using Roblox to target 13-24-year-olds who may be new to the brand and who are also immersed in the metaverse already. This week, Nars launched a, “90-day activation on the platform called Nars Color Quest, inspired by the brand’s blush, Laguna and Light Reflecting product franchises.” Each is represented in the game by four tropical islands, which house a non-playable character (NPC) who embodies the Nars product franchises. When users interact with the NPC, they will be able to gain special abilities that help them advance in the game, earn badges, and virtual currency to purchase merch and digital makeup looks. (Glossy)
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