Beauty brand e.l.f. has announced it is testing real-world commerce on Roblox through a collaboration with Walmart.
Within its e.l.f. UP! experience on Roblox, U.S. users aged 13 and up can purchase physical products through a virtual kiosk including vegan lip and SPF products and a limited-edition e.l.f. UP! Pets Hoodie.
Launched in November 2023, the e.l.f. UP! experience has reportedly attracted over 12 million visits and distributed over one million free virtual items. This initiative aims to merge beauty with immersive platforms whilst educating the Roblox community on social commerce with purpose.
In a statement, the firm said purchasers will also receive a “virtual twin” item for use on Roblox, designed in collaboration with renowned Roblox creators like SimplyALemon.
“This next evolution merges beauty with immersive platforms, teaching about social commerce with purpose,” said Kory Marchisotto, CMO of e.l.f. Beauty. Stephanie Latham, VP of global brand partnerships at Roblox, added that this initiative represents early steps towards making shopping immersive, 3D, and social.
