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e.l.f. Beauty has launched a branded gaming experience appealing to the entrepreneurial mindset of its Gen Z customer base. e.l.f. UP! users can create and manage startup companies based on their personal interests and causes they support, driving financial literacy and social awareness. Metaverse developer Supersocial provides the technology behind e.l.f. Up!, which is hosted on the gaming platform Roblox.
“Our community has been asking for us to be on Roblox,” said Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty. “We are able to create an experience where our community can follow their entrepreneurial dreams and empower the next generation of changemakers who flourish in these digital economies.”
e.l.f. Beauty describes e.l.f. Up! as a “a digital sandbox to foster creativity and entrepreneurship.” The company cites a recent study by the tech firm BizaarVoice that says 62% of Gen Z are or intended to become entrepreneurs. The company plans to give away over a million user-generated content (UGC) items to e.l.f. Up! users. The first 10 items were introduced at launch.
e.l.f. Beauty products are sold under the brands e.l.f. Cosmetics and e.l.f. SKIN at major retailers, including Target, Walmart, and Ulta Beauty.
Read More on Loyalty360:
Meeting Your Brand Fans Where They Shop: A Q&A with e.l.f. Beauty on Connecting with Customers
Connecting with Community: How the e.l.f. Cosmetics’ Beauty Squad Disrupts Industry Norms and Shapes Culture
GAME ON: Leveraging Game Mechanics to Enhance Engagement and Harness Zero-Party Data
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