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E.l.f. is first beauty brand to test real-world commerce on Roblox

E.l.F. on Roblox
E.l.f. is testing real-world commerce on Roblox. (Photo: Business Wire)

 Gen Z-fave beauty brand E.l.f. is expanding its collaboration with Roblox.

The company said it is the first beauty brand to test real-world commerce on Roblox, powered by Walmart. The initiative will allow E.l.f. to engage the Roblox community of more than 12 million total visits and counting.

E.l.f. has created a virtual kiosk within its immersive E.l.f. UP! Experience on the Roblox platform where U.S. consumers aged 13 and up can purchase a Roblox-exclusive limited-edition physical product. The product, “UP! Pets Hoodie,” celebrates the brand’s commitment to being cruelty free and features an image of the virtual pets from the E.l.f. Up! experience.

In addition to the hoodie, users can also purchase a selection of other physical products, including e.l.f.’s vegan and cruelty free lip and SPF products. 

E.l.f. is also making a separate $50,000 donation to the Humane Society of the United States to reinforce its support of animal welfare.

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Since its launch, the e.l.f. UP! experience on Roblox has given over one million free virtual items to Roblox users — making it one of the biggest providers of free limited-edition virtual items on the platform.

“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. We are teaching the Roblox community — and communities in digital spaces everywhere  — about social commerce with purpose.”

Eligible users who complete a purchase of the items via the e.l.f. UP! experience virtual kiosk will receive a "virtual twin" – a digital item, available for use on Roblox.  

The physical items that can be purchased through the e.l.f. UP! experience virtual kiosk will be accessible to U.S. users on mobile and desktop. The e.l.f. UP! experience is developed by e.l.f. in partnership with eGen and Supersocial.

“E.l.f. continues to break new ground on Roblox with its thoughtful iterations to the community experience and exclusive offerings tailored to our platform,” said Stephanie Latham, VP of global brand partnerships, Roblox. “We are in the early days of testing commerce on Roblox, and we are excited to continue taking steps with brands like e.l.f. towards building the future of shopping, making it immersive, 3D and social. The shoppable future of Roblox means that brands can immerse communities into their stories — and enable customers to complete their journey with a purchase while socializing with their friends.”

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