This Is How Beauty On Roblox Is Dominating Alternative Marketing Routes

These days, finding a brand without a beauty on Roblox activation is far more difficult than finding one with. 

Quietly and smoothly, Roblox has become one of the biggest games in the world, boasting an impressive 400 million users logging in monthly. With such a vast consumer base, it is no wonder that brands have not wasted a second getting their teeth sunk into the popular platform. 

Beauty on Roblox has become a booming industry, with brands left, right, and centre crafting their own unique activations for the game. 

With seemingly every brand out there having their own take on Roblox, which are standing out and which are fading into the background? 

WHAT IS ROBLOX AND WHAT ARE ROBLOX ACTIVATIONS?

For those of you who have miraculously scraped through life without having the hefty influence of Roblox forced down upon you, let’s lay it all out. 

Roblox is a metaverse gaming platform most popular with Gen-A and Gen-Z users. Once logged in, players can create their own avatar and join one of hundreds of online multiplayer games. From obstacle courses to real-life simulators, Roblox offers up players infinite hours of entertainment. 

With 4.6 billion accounts, and a registered revenue of $2.049 billion in the first three quarters of 2023, Roblox is showing no signs of slowing down. 

@roblox

Get rotten to your core with the Charli xcx – Apple Dance emote

♬ original sound – Roblox – Roblox

This booming audience base has led to many brands creating Roblox activations, in a bid to cater to their consumers in new and exciting ways. Roblox has leant into this new era, putting plenty of time and energy into wooing brands, leading to over 300 brands experimenting with in-game advertising and sales. 

Most notably, the platform created an official partner program, as well as a programmatic video ad network on Roblox and several other tools that simplify and improve the developer and advertiser journey. 

@roblox

Can you beat the best of the best? Time to suit up and compete in the Team USA Ultimate Obby. #roblox

♬ original sound – Roblox – Roblox

Roblox’s efforts have been a success, as revealed by a recent the brand conducted. The survey highlighted how 75% of Roblox users are more likely to purchase from a brand if it is advertised in Roblox. On top of this, 78% of respondents claimed they enjoy brand created immersive experiences, while 82% responded they value brands who create in-experience content such as unique mini-games and avatar items. 

Most importantly, 86% claimed Roblox was a “good or great” partner for brands seeking to promote themselves. 

Clearly, Roblox is an incredibly effective tool for marketing, particularly for beauty on Roblox. Yet, what are brands doing on the platform to bring in new consumers and keep existing players entertained? 

WHAT ROBLOX BRAND ACTIVATIONS ARE MAKING WAVES?

Walmart

Creating possibly the biggest disruption to the world of Roblox this year, Walmart has introduced real life commerce to the platform. 

The e-commerce experience was launched inside of the pre-existing Walmart Discovered, and allows users to not only purchase real-life items but have them delivered directly to their homes. Users are able to enter Walmart Discovered, try on virtual items, and then purchase the physical versions of these items via a virtual laptop inside Roblox that accesses Walmart.com.

Available to 13+ users in the United States, players have to wait for their physical item to be shipped, but their avatar gets to enjoy its virtual twin immediately. 

The e-commerce experience is unlike any other Roblox activation before, going far and beyond the traditional scope of beauty in Roblox, and thus has been incredibly successful, seeing more than 20 million visits. 

L’Oreal 

Marking a first for not only itself but beauty on Roblox at large, L’Oreal streamed its 2023 Paris Fashion Show on Roblox. 

Streamed almost simultaneously, Roblox users were able to watch L’Oreal’s cat-walk in its entirety, which celebrated female friendships under the title “Walk Your Worth”. After the event, players were invited to explore the themed world, taking centre stage themselves and strutting down the Eiffel Tower catwalk. 

Blending real-life and online gaming, “Walk Your Worth” was a fantastic example of all that beauty on Roblox can be. Users were drawn in by the unique, one-of-a-kind experience L’Oreal offered, which the brand took care to construct in a manner which catered to users’ desires. 

E.L.F 

One of the first beauty on Roblox activations to make it into the mainstream, E.L.F Up! redefined activations. 

Created for avid beauty lovers, E.L.F Up! experience allows players to become their very own beauty business owners. An expansive world filled with a myriad of product themed experiences, that invite users to build their own beauty empire one game at a time. 

With over 16.3 million visits since its opening, E.L.F Up! has created a whole new generation of E.L.F lovers in Gen-A users who may have previously not been aware of the brand. Ultimately, it is one of, if not the, most successful beauty in Roblox activations in history. 

BEAUTY ON ROBLOX 

Clearly, beauty on Roblox and broader Roblox activations are one of the most effective ways to reach modern consumers.

For brands seeking to get involved, focus on plenty of avatar items, unique experiences, and most of all engaging activations that cater perfectly to your audience. 

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