E.l.f. Beauty is taking a bold step in the digital world by testing real-world commerce capabilities within its E.l.f. Up! experience on Roblox. This initiative, supported by Walmart, features a virtual kiosk where users can purchase physical products, making it a groundbreaking move for beauty brands in the metaverse.
Dive Brief
E.l.f. Beauty’s new initiative allows U.S. consumers aged 13 and older to purchase a physical, limited-edition E.l.f. Up! Pets Hoodie at a virtual kiosk within the E.l.f. Up! experience on Roblox. This exclusive item celebrates the brand’s cruelty-free commitment. Users can also buy a range of other physical products and receive digital “virtual twin” items for use on the platform, enhancing the immersive experience for younger consumers.
Dive Insight
E.l.f. Beauty’s integration of real-world commerce into its Roblox experience is a pioneering effort in the beauty industry. Since its launch in late 2023, the E.l.f. Up! experience has garnered over 12 million visits and a 96% positivity rating, according to company releases. This new commerce feature aims to further engage Roblox’s predominantly Gen Z user base.
“E.l.f. Up! has been lightning in a bottle since day one and continues to surpass all expectations, especially among our Gen Z community,” said Kory Marchisotto, CMO of E.l.f. Beauty. “Testing commerce on Roblox is the next evolution in our journey of merging beauty with immersive platforms.”
Real-World Commerce in a Virtual Space
Users can visit the virtual kiosk within E.l.f.’s Roblox experience to purchase the exclusive E.l.f. Up! Pets Hoodie, which features a virtual pet from the experience and underscores the brand’s cruelty-free stance. In line with its purpose-driven ethos, E.l.f. will donate $50,000 to the Humane Society of the United States as part of this initiative.
The integration is powered by Walmart’s APIs, the same technology enabling real-world commerce within Walmart’s own Roblox experience, Walmart Discovered. By supporting other brands’ Roblox ventures, Walmart aims to bolster its digital marketing capabilities and expand its U.S. advertising business.
In addition to the hoodie, users can purchase a variety of E.l.f.’s vegan and cruelty-free products, including lip and SPF items. Purchasers will receive a “virtual twin” digital item for use on Roblox, designed in collaboration with Roblox creators like SimplyALemon, known for her Kawaii item collection in The Lemon Land.
Accessible and Educational Experience
The E.l.f. Up! experience, accessible to U.S. users on mobile and desktop, is designed to teach financial literacy and entrepreneurial skills. Developed with esports agency eGen and metaverse games publisher Supersocial, the platform allows users to create “dream startups” in locations inspired by E.l.f. products.
Marketing Success and Future Directions
E.l.f.'s latest move follows a period of substantial marketing investments that are yielding significant returns. The company’s net sales surged 77% year over year in fiscal 2024, reaching $1.02 billion. Marketing expenditures also rose to 25% of net sales, up from 7% five years ago.
Roblox has proven to be a valuable platform for reaching Gen Z, which comprises over half of its 71.5 million daily active users. E.l.f. Beauty continues to explore innovative technologies and platforms, evidenced by recent ventures like the partnership with Amazon Alexa for Keys Soulcare and the launch of a beauty shopping app for the Apple Vision Pro.
E.l.f. Beauty’s foray into real-world commerce on Roblox exemplifies the brand’s commitment to staying at the forefront of digital innovation, merging the worlds of beauty and immersive technology in unprecedented ways.