elf Cosmetics is adding a new layer of innovation to the Roblox experience, adding real-world commerce powered by Walmart. Starting today, beauty experts can visit the virtual kiosk in the elf UP! experience on Roblox and order select products along with bundled “virtual twin” digital goods.
“Elf UP! “It’s been lightning fast since day one, and we continue to exceed all expectations, especially among our Gen Z community,” said Kory Marchisotto, Chief Marketing Officer at Elf Beauty. “Testing commerce on Roblox is the next evolution in our journey of combining beauty and immersive platforms. We're teaching the Roblox community and communities everywhere about social commerce with a purpose. Our community deeply values the power of cruelty-free products. UP through elf! At the Pet Adoption Center, we learned how essential this superpower is and it has shaped our approach to this space.”
Developed in partnership with eGen and Supersocial, the beauty brand aimed to help the next generation build entrepreneurship and cultural awareness by launching a Roblox experience in November 2023. elf UP so far! The experience has received more than 12 million visits and given away more than 1 million free virtual items.
Adding virtual commerce to the elf UP! experience allows brands to monetize these visitors and drive consumer loyalty. According to Roblox, elf is the first beauty brand to add real-world commerce to an experience on the platform. The deal also expands the platform’s e-commerce deal with Walmart, which began testing in April.
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“elf continues to break new ground for Roblox with thoughtful iterations of community experiences and exclusive products tailored to our platform,” said Stephanie Latham, Vice President of Global Brand Partnerships at Roblox. “We are in the early stages of testing commerce on Roblox. We're excited to build the future of shopping with brands like elf and continue to move forward with immersive, 3D, and social capabilities. Our vision is to ultimately enable brands and creators to translate incredible brand affinity and user engagement on our platform into a seamless shopping experience for new and existing audiences. Roblox’s shoppable future means brands can immerse their communities in their stories and customers can complete the journey with purchases while hanging out with friends.”
elf brings e-commerce to Roblox
Elf UP! Building on the social mission-driven appeal of the experience, the brand's first e-commerce item highlights its commitment to cruelty-free products. Users can choose cruelty-free, vegan SPF and lip products that protect both animals and communities. Here are some of the company's curated selections:
- Squeeze Me Lip Balm (Virtual Twin: Squeeze Me Grape Hairstyle)
- Glow Revive Lip Oil (Virtual Twin: Lip Oil Wing)
- Suntouchable War Glow SPF 30 (Virtual Twin: Beach Bandau)
In addition to these cosmetics, users can also purchase elf UP, a limited edition physical product exclusive to Roblox! This is a pet hoodie featuring one of the pets in the experience. Elf is also donating $50,000 to the Humane Society of the United States to further support animal welfare.
To add credibility to the project, elf worked with unique Roblox creators to design a bundled virtual twin. For example, the brand partnered with SimplyALemon, known for its collection of Kawaii items from Roblox group The Lemon Land, to design the virtual twin hat that comes with the elf UP! pet hoodie.
“We are very excited to be collaborating with elf and the Roblox community on this exciting project,” SimplyALemon said. “It’s been amazing to design virtual items that raise awareness for an important cause, enhance the experience, and resonate with the creativity of the Roblox community. Costumes and accessories embody the spirit of imagination and innovation that makes the elven world special. We can’t wait to see people enjoy these new items both on the platform and in the real world.”
US users ages 13 and older can access elf UP! on mobile and desktop today! You can visit our Experience Virtual Kiosk.