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Beauty brands have a unique advantage, when it comes to phygital commerce on Roblox. E.l.f. Beauty is leaning in by launching a virtual kiosk within its existing E.l.f. UP! in-game experience. The kiosk, introduced on July 1, sells exclusive physical products like the E.l.f. UP! Pets Hoodie and popular skin-care items.
Through the kiosk, users can purchase real-world E.l.f. products while engaging in an immersive virtual environment. For the connected items sold through the kiosk, buyers receive a “virtual twin,” which is a digital version of the item that can be used on the platform. The virtual twins were designed in collaboration with Roblox community creators. E.l.f.’s shoppable kiosk is accessible to U.S.-based Roblox users on mobile and desktop. E.l.f.’s 49 exclusively digital items range in price from 50-130 Robux — $1 equates to 740 Robux.
E.l.f. is the second brand to launch “real-world” e-commerce on Roblox, only following Walmart. “E.l.f. looks beyond the ‘now’ and into the future,” said Patrick O’Keefe, vp of integrated marketing communications. According to O’Keefe, E.l.f. is targeting over 13 million visits to its Roblox experience.
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English (US) ·