e.l.f. Cosmetics is taking its Roblox experience to the next level by introducing real-world commerce through a partnership with Walmart. Through the e.l.f. UP! experience’s virtual kiosk in Roblox, beauty enthusiasts can now order select products along with a bundled “virtual twin” digital good. This move represents the brand’s commitment to merging beauty with immersive platforms and teaching communities about social commerce.
The e.l.f. UP! experience, launched in November 2023 in collaboration with eGen and Supersocial, aims to help the next generation develop entrepreneurship skills and cultural awareness. With over 12 million visits and more than one million free virtual items given away, the experience has already been a huge success. Now, by adding virtual commerce, e.l.f. can further monetize its visitors and build consumer loyalty.
e.l.f. is the first beauty brand to introduce real-world commerce on Roblox, expanding on the platform’s existing ecommerce deal with Walmart. This strategic partnership allows brands like e.l.f. to turn their brand affinity and user engagement into a seamless shopping experience for their audiences. By making shopping immersive, 3D, and social, Roblox is shaping the future of online retail.
To align with its social mission-driven attractions, e.l.f.’s ecommerce items on Roblox emphasize their commitment to cruelty-free products. Users can order select cruelty-free, vegan SPF and lip products that protect both animals and the community. The brand has also created a limited-edition physical product exclusively for Roblox users – an e.l.f. UP! Pets hoodie. Additionally, e.l.f. is making a generous donation of $50,000 to the Humane Society of the United States to further support animal welfare.
To add credibility to the project, e.l.f. collaborated with endemic Roblox creators to design the bundled virtual twins. By partnering with creators like SimplyALemon, who is known for her Kawaii item collection in her Roblox group The Lemon Land, e.l.f. ensures that the virtual items resonate with the Roblox community’s creativity and enhance the overall experience.
The e.l.f. UP! experience virtual kiosk is available for users aged 13 and up in the United States on both mobile and desktop. This exciting collaboration between e.l.f. Cosmetics, Roblox, and Walmart not only allows gamers to engage with their favorite content in a new way but also provides an innovative and immersive shopping experience for beauty enthusiasts.