e.l.f. First Beauty Brand to Sell Products on Roblox Via Virtual Kiosk
Beauty brand e.l.f. has expanded its partnership with virtual world and gaming platform Roblox to include real-world commerce, reports PYMNTS. In the new virtual kiosk within the e.l.f. Up! experience on Roblox, which is powered by Walmart, U.S. visitors can buy a Roblox-exclusive limited-edition physical product — a hoodie — as well as a selection of other physical products that include a skincare product, lip balm and sunscreen, e.l.f. said in a press release. Eligible users who purchase items through the virtual kiosk will also receive a “virtual twin” digital item for use on Roblox. With the launch of its virtual kiosk on the platform, e.l.f. is working with Roblox community creators to design the digital items that will be included with each purchase.
Total Retail's Take: e.l.f. Beauty has found success in the virtual realm that surpasses what many other brands and retailers have been able to achieve. According to a company press release, the e.l.f. UP! experience on Roblox has garnered a 96 percent positivity rating since its launch in November 2023. "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, chief marketing officer, e.l.f. Beauty. "Testing commerce on Roblox is the next evolution in our journey of merging beauty with immersive platforms."
e.l.f. is also focusing the launch around its corporate social responsibility efforts. The e.l.f. UP! Pets Hoodie celebrates the brand’s commitment to being cruelty free and features one of the virtual pets from the experience. The beauty brand is also making a $50,000 donation to the Humane Society of the United States and wants to act as an example of "social commerce with purpose," according to the release. With this new offering, e.l.f. is engaging its Gen Z audience on Roblox, meeting younger consumers' preference to shop with brands that give back and digitally interact in new ways.
Kristina Stidham is the digital content director at Total Retail and sister brands Women in Retail Leadership Circle and Women Leading Travel & Hospitality at NAPCO Media. She is passionate about digital media and handles video, podcast and virtual event production for all brands. You can often find her at WIRLC, TR, WLT&H or industry events with her camera and podcasting equipment—or at home on Zoom—recording interviews with thought leaders and business executives.
Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia. Go Owls! When she's not in the office, she loves to go on long walks, sing around the house, hangout with her family and two pet guinea pigs, and travel to new places.
