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Since its November launch, the ELF Up! experience on Roblox has garnered a 96% positivity rating and has given over one million free virtual items to Roblox users.
July 1, 2024
ELF is expanding its collaboration with Roblox, making the brand among the first to test real-world commerce on Roblox, powered by Walmart.
Company officials said the initiative will further ELF’s mission to engage with its growing Roblox community of over 12 million total visits to date.
ELF has created a virtual kiosk within its immersive ELF Up! experience on Roblox, where US visitors aged 13 and up can purchase a Roblox-exclusive limited-edition physical product — an ELF Up! Pets Hoodie, celebrating the brand’s commitment to being cruelty free and featuring one of the virtual pets from the experience. ELF is also making a separate $50,000 donation to the Humane Society of the United States to reinforce its support of animal welfare.
ELF’s Roblox ELF Up! experience, which launched in November 2023, takes users on a personalized journey to become successful entrepreneurs and cultural change makers. Since its launch, the ELF Up! experience on Roblox has garnered a 96% positivity rating and has given over one million free virtual items to Roblox users.
“Testing commerce on Roblox is the next evolution in our journey of merging beauty with immersive platforms,” said Kory Marchisotto, chief marketing officer, ELF Beauty. “We are teaching the Roblox community – and communities in digital spaces everywhere – about social commerce with purpose. Our community deeply values our superpower of cruelty-free products. Through the ELF Up! Pet Adoption Center, we’ve learned how essential this superpower is, shaping our approach in this space.”
Users can also purchase a selection of other physical products, including ELF’s vegan and cruelty free lip and SPF products. These products were carefully selected by the brand to emphasize the company’s commitment to protecting animals and its community with SPF and lip products. The curated selection includes the Squeeze Me Lip Balm, Glow Reviver Lip Oils and Suntouchable Whoa Glow SPF 30.
The physical items that can be purchased through the ELF Up! experience virtual kiosk will be accessible to US users on mobile and desktop. The ELF Up! experience is developed by ELF in partnership with eGen and Supersocial.
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