e.l.f. Cosmetics launches brand’s first-ever Roblox virtual experience

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

To learn more about the unique launch, CosmeticsDesign spoke to O’Keefe about the concept behind e.l.f. UP!, the brand’s primary goals behind the launch, and plans for further expansion and development in the intersection between beauty and the digital space. 

Behind e.l.f. UP! 

The idea behind the digital experience, which allows users to explore different digital spaces and become their own virtual entrepreneurs, was founded partly about the e.l.f. community itself. “Our community was asking for us to be on Roblox, and we also follow insights​,” said O’Keefe. For example, he shared, “Roblox’s 2023 Digital Expression: Fashion & Beauty Trends Report highlighted that, ‘88% of Gen-Z believe freedom to express themselves in the digital realm has helped them become more comfortable at expressing themselves in the physical world,’” ​and “according to World Economic Forum’s 2023 Future of Jobs Report, ‘creative, analytical thinking and coding are the key skill sets for today’s workplace​.’”

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