Beauty brands are turning to Roblox to engage with younger audiences. YPulse told you how brands need to engage with Gen Z beyond advertising if they really want to secure love from younger gens. Beauty brands from Fenty Beauty to e.l.f. cosmetics are doing just that by creating experiences within Roblox, through everything from mini games to complete worlds. Despite the platform’s incredibly young user base, these brands are investing millions as young consumers show a newfound interest in skincare routines and prestige beauty brands. Feedback from seven-12-year-olds, the real players to impress, showed games with clear objectives, progression, and rich graphics were most appealing—and those without did not impress. (The Business of Fashion)
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