We’ve recently seen a lot of beauty brands investing heavily in virtual spaces like Roblox and Fortnite. This fusion of beauty and gaming is not just a trend; it’s a strategic move that recognises a unique opportunity to engage with a tech-savvy, diverse audience to drive digital commerce.
The Digital Playground: Where Beauty Meets Gaming
The gaming industry has exploded in recent years, with platforms like Roblox and Fortnite becoming cultural phenomena. These virtual worlds offer immersive experiences that captivate millions of users daily. For beauty brands, this represents an untapped market teeming with potential. Here’s why:
1. Access to a broad, engaged audience: Gaming platforms boast massive user bases. Roblox, for instance, had over 202 million monthly active users as of 2023. Fortnite also consistently attracts millions of players. These platforms are not just games; they are social hubs where players spend hours customising avatars, attending virtual events, and socialising with friends. Beauty brands see this as an opportunity to reach a digitally savvy, global audience that spans different age groups and demographics. 22% of Roblox users are 17-24 years old, and 55% are older than age 13 (source), with 39% of global Roblox users being female (source).
2. Authentic brand integration: Unlike traditional advertising, gaming allows for organic brand integration. Beauty brands can create virtual items, such as makeup looks or skincare routines, that players can use to customise their avatars. This not only promotes the brand in an engaging way but also allows players to express their unique identities. For example, partnering with a game to create exclusive virtual cosmetics or skins can drive brand awareness while providing players with new tools for self-expression. As an example, MAC Cosmetics partnered with The Sims, a life simulation game, to release a collection of makeup looks inspired by their real-world products. Players could use these virtual cosmetics to enhance their Sims’ appearances, seamlessly integrating the brand into the gameplay.
3. Revenue opportunities: Gaming environments have now developed to also offer the opportunity to drive physical product sales. E.L.F. Beauty is leaning into this by testing a virtual kiosk within its existing E.l.f. UP! in-game experience on Roblox. Through the kiosk, users can purchase real-world E.L.F. beauty products while engaging in an immersive virtual environment.
Case Studies: Beauty Brands Leading the Way in Gaming
Estée Lauder: In 2022, Estée Lauder collaborated with Animal Crossing, another popular game, to create a virtual island where players could explore beauty products and participate in wellness activities which boosted brand visibility.
Sol de Janiero: Sol de Janeiro launched in Roblox and also enlisted several paid gaming streamers to play live on gaming platform Twitch throughout the month. The gamers include Manny Gutierrez, Brooke Ashley, Kennedy Rose, Tara Moon and Megan Letter who also created social media content to share with their audiences to encourage gameplay.
NIVEA: NIVEA also created its first-ever experience within the Roblox gaming world with the launch of their innovative Tower Run game. The Tower Run game took players on a journey up a tower visually inspired by NIVEA’s iconic packaging. In this strategic move by NIVEA, the brand aimed to generate brand awareness and engagement, foster genuine connections with players and generate valuable insights.
The Future: Merging Beauty and Technology
As technology continues to evolve, the convergence of beauty and gaming will likely expand into new areas. Virtual reality (VR) and augmented reality (AR) are set to revolutionise how brands interact with consumers. Imagine trying on makeup virtually in a VR environment or attending a beauty masterclass in AR, where you can practise techniques with real-time feedback. Investing in gaming platforms like Roblox and Fortnite is more than a marketing strategy; it’s a digital revolution for beauty brands. By embracing these virtual worlds, brands can reach a vast, engaged audience, create authentic experiences, and leverage interactive storytelling to build deeper connections with consumers.
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