elf Cosmetics launches first Roblox virtual brand experience

This month, beauty brand elf Cosmetics announced a partnership with its elf SKIN skincare collection to launch elf UP!, which is the brand’s first digital experience on the online gaming platform and game creation system Roblox. elf UP! allows players to “create dream startups that represent the places and causes they care most about​,” shared Patrick O’Keefe, elf Cosmetics Vice President of Integrated Marketing Communications, and brought the elf.”brands to life in ways that are not possible in the physical world, while also providing a digital sandbox to foster creativity and entrepreneurship.​.”

To learn more about the unique launch, CosmeticsDesign spoke with O’Keefe about the concept behind elf UP!, the brand’s core goals behind the launch, and plans for further expansion and development at the intersection of beauty and the digital space.

Behind the elf, UP!

The idea of ​​a digital experience that allows users to explore different digital spaces and become their own virtual entrepreneurs is partly based on the elf community itself. “Our community has asked us to be present on Roblox and we are also keeping an eye on the information.O’Keefe said. For example, he shared: “Roblox’s Digital Expression: Fashion and Beauty Trends 2023 report highlights that “88% of Gen Z believe that freedom of expression in the digital sphere has helped them feel more comfortable expressing themselves in the physical world.” And “According to the World Economic Forum’s Future of Jobs 2023 report, “creative, analytical thinking and coding are key skill sets for today’s workplace.”​.'”

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