How is E.l.f. Cosmetics redefining beauty marketing through gaming collaborations?

In 2023, E.l.f. Cosmetics partnered with Roblox to launch the "E.l.f. UP!" experience, marking the brand's first foray into the virtual gaming world. This collaboration has positioned E.l.f. as a pioneer in merging beauty with immersive digital experiences.

Key Highlights

Innovative Virtual Experience: The "E.l.f. UP!" experience allows players to build virtual beauty empires, interact with E.l.f.'s hero products, and engage with the brand in a dynamic digital environment​ (cosmeticsdesign.com)​.

Real-World Commerce Integration: E.l.f. became the first beauty brand to offer real-world commerce on Roblox, enabling users to purchase exclusive physical products through a virtual kiosk​ (cosmeticsdesign.com)​.

Community Engagement: The initiative included interactive features such as the Big Mood recording studio and Holy Hydration! underwater sea life animal rescue, designed to captivate players with E.l.f.'s mission and products​ (cosmeticsdesign.com)​.

Results

Positive User Feedback: The collaboration achieved a 96% positivity rating on Roblox, indicating strong approval from the gaming community​ (cosmeticsdesign.com)​.

Virtual Item Distribution: E.l.f. distributed over one million free virtual items, making it one of the largest providers of limited-edition items on the platform​ (cosmeticsdesign.com)​.

Increased Brand Awareness: The experience attracted over 12 million visits, significantly boosting E.l.f.'s visibility among Gen Z users​ (ELF Beauty)​.

Why This Matters to Marketers

This collaboration demonstrates the potential of virtual platforms to expand brand reach and create engaging consumer experiences. By merging physical and digital commerce, brands can connect with younger audiences and drive innovation in their marketing strategies.

Explore how Mana can help your brand leverage gaming collaborations to reach new heights.