E.l.f. launches Roblox experience for Gen Z

E.l.f. Cosmetics has launched e.l.f. UP! on Roblox to awaken the creativity and entrepreneurial ambition of Generation Z. Here, users can create individual and personal start-ups that represent places and causes close to their hearts. The aim is to encourage self-expression in a fun environment while teaching life skills such as financial literacy.

E.l.f.'s entire data strategy is designed to appeal to and attract the Generation Z target group.

“Our community has been asking for us to be on Roblox,” said Kory Marchisotto, Chief Marketing Officer at E.l.f. Beauty in a statement. “It’s part of our journey to disrupt norms, shape culture and connect communities through positivity, inclusivity and accessibility. We did it first on TikTok with e.l.f. Yeah, then on Twitch with e.l.f. You, and e.l.f. UP! on Roblox will be no different.”

Source: www.retailtouchpoints.com