Rihanna’s Fenty Beauty Launches Interactive Experiences in Roblox

Fenty Beauty and Skin has partnered with Roblox to enable users “to co-create a physical product from the digital experience and bring it to life beyond the metaverse.” The experience is a collaboration between Roblox, Fenty Beauty, Sephora, and Rihanna, who is known for her innovative and inclusive approach to beauty. The experience is expected to attract millions of Roblox users interested in fashion, cosmetics, and entertainment.

Starting this Friday until the end of July, Fenty Beauty + Fenty Skin Experience will showcase the stories and components behind some of the brand’s best-selling items, such as Fenty Skin Melt Awf Jelly Oil Makeup-Melting Cleanser, Fenty Eau de Parfum, and Fenty Beauty Gloss Bomb Universal Lip Luminizer. The event will offer engaging activities like scavenger hunts, mazes, and more to explore the world of Fenty.

Roblox users can also co-create a customized version of the popular Gloss Bomb Universal Lip Luminizer. They can choose ingredients, effects, bottle design, lid, applicator, and even name their shade. The creations will be showcased in the “Sephora Experience,” where the public can view and vote for their favorites. Rihanna will select a winner from the finalists, and their creation will inspire the next Gloss Bomb to be released in 2024.

“Beauty experiences are meant to be fun, so I’m excited to provide everyone, everywhere, a glimpse into our world and a new realm of amusement with our makeup, skin care and fragrance,”

Rihanna said in a statement.

Ulta Beauty NYX, Urban Decay, and Givenchy are among the beauty brands that have a presence in Roblox’s virtual world. The Givenchy Beauty House launched in Roblox last June. This metaverse destination pays homage to the brand’s legacy, offering interactive areas such as a castle, a metro station, and a pool. Last month, Urban Decay launched 18 virtual makeup looks on Roblox. It aimed to inspire and empower users of all ages to explore their creativity and embrace their inner makeup artists within the metaverse.

Beauty brands are constantly looking for new ways to reach and engage their target audiences, especially the younger generation. Roblox has over 200 million monthly active users, and most are teenagers. The platform is thus an attractive channel for beauty brands to showcase their products, interact with potential customers, and build brand awareness and loyalty.

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