Fenty Beauty is the next company to join the Roblox scene. The cosmetics company, which has previously engaged with several digital platforms to level up their marketing, is now dropping its first Roblox campaign. The Fenty Beauty + Fenty Skin Experience will offer a virtual gaming experience on the gaming platform from June 30 to July 30 that will include mazes, scavenger hunts, and more. The company’s products including the Fenty Skin Melt Awf Jelly Oil Makeup-Melting Cleanser, Fenty Eau de Parfum, and the Fenty Beauty Gloss Bomb Universal Lip Luminizer will be featured in the game. Additionally, users can create their own virtual Gloss Bomb lip gloss that will be sent to the “Sephora Experience” virtual display, where CEO Rihanna will select a winning gloss shade and create a physical product sold in Sephora and on Fenty Beauty’s website. YPulse research shows that gaming influences what brands Gen Z supports and what products they buy, so metaverse marketing is a strategic move. (Glossy)
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