e.l.f. Cosmetics teamed up with Roblox for customizable avatar makeup looks. The makeup brand is no stranger to gaming activations, even within Roblox—e.l.f. launched an experience that taught players how to create their own startup businesses in 2023 which was played more than 12.8M times by 2024. This time, the collab is introducing 150 makeup items (with more to come), furthering the customization the game hinges on. New research by Roblox showed that 81% of users value in-game avatar makeup as an important component of their online identity, and as we know, a huge group of the players are Gen Z. YPulse has told you that customizable features are a form of self-expression for many young people, with the majority of teens and young adults agreeing that avatars are perfected versions of themselves. (Cosmetics Business)
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