This month, beauty brand Elf Cosmetics announced that it has partnered with Elf SKIN Skin Care Collection to launch Elf UP!, the brand’s first digital experience on the online gaming platform and game creation system Roblox. Elf UP! The player isCreate dream startups that express the places and ideals they hold most dear.Patrick O’Keefe, Vice President of Integrated Marketing Communications for Elf Cosmetics and Bring Elf said:It brings your brand to life in ways not possible in the physical world, while also providing a digital sandbox to foster creativity and entrepreneurship.”
To learn more about this unique launch, CosmeticsDesign talks about the concept behind elf UP!, the brand’s main goals behind the launch, and its plans for further expansion and development at the intersection of beauty and digital spaces. We spoke to O’Keefe.
Ura elf UP!
The idea behind the digital experience, which allows users to explore different digital spaces and become their own virtual entrepreneurs, was founded partly on the Elf community itself. “Our community asked us to join Roblox, and we will also follow the insights” O’Keefe said. For example, he shared:Roblox’s 2023 Digital Expression: Fashion & Beauty Trends report states that “88% of Gen Z feel more comfortable expressing themselves in the physical world due to the freedom to express themselves in the digital realm.” “I believe that,” he emphasized. and “Creative, analytical thinking and coding are critical skill sets for today’s workplace, according to the World Economic Forum’s 2023 Future of Jobs Report.””
Therefore, he continued:Our goal was to take users on a dynamic, personalized journey to create a world where they become successful entrepreneurs and culture changers.” For that, Elf UP! Experiences include a virtual recording studio and karaoke bar, Big Mood, extreme climbing gym and tech startup Power Grip, underwater marine life charity and animals, and more to explore wherever users are most comfortable, interested, and engaged. It includes digital experiences that can be expressed as Each Divine Hydration to the Rescue! is inspired by a currently available Elf Cosmetics or Elf Skin product.
A focus on integrating entrepreneurship is essential to the virtual experience framework, O’Keefe added.Recent research by bazaar voice 62% of Gen Z reported that they are already entrepreneurs or aim to become entrepreneurs” Therefore, he continued:The highly personalized experience builds life skills such as gamified financial literacy and fosters high levels of self-expression while increasing social awareness to remain flexible every time users return to elf UP! Promote.”
Connect with elf cosmetics consumers
“I want Elf UP!To be a place our community loves to experience and play” O’Keeffe said, because “Elf means all eyes, lips, face, feet, and fins.” StatistaThe brand is therefore even more accessible, giving users who are unfamiliar with the brand the opportunity to experience and interact with content inspired by elf Cosmetics and elf SKIN products for the first time.
Roblox’s fastest growing user base is people between the ages of 17 and 24, but the platform has 40 million users ages 13 and older, and this statistic helped create elf UP! Masu. We shared O’Keefe. ”What we love about Elf UP! It spans generations, and it warms our hearts to hear so many stories of parents playing it with their Gen Z kids” This common experience is “What is Elf: Disrupting norms, shaping culture, and uniting communities through positivity, inclusivity, and accessibility”
The future of elves is up!
The brand will continue to beBold disruptors with kind hearts, we elevate up-and-coming creators and support their voices and visions by giving them a platform to showcase their best elves.” O’Keefe said. To that end, Elf Cosmetics is In addition to unlocking the potential of every player and giving them the tools to build, create, and express themselves, we partner with leading Roblox creators, including: It’s Fane/The Crew, Lana, Tera Brightmore,” who will do it ‘Tap What Elf UP! Expresses by blending gameplay and an exciting message about what it means to be a changemaker” he explained.
There are also additional plans for further development in this area. “Elf UP! Continuing to evolve” O’Keefe admitted, “Future developments include a pet adoption center where users can adopt animals that join them on their journey, new game mechanics, the addition of new products and new product-inspired areas, multilingual expansion, and more. Masu. more”
