Fenty Beauty, the beauty brand co-owned by pop icon Rihanna and LVMH, has announced a partnership with Roblox, the global immersive platform. This collaboration marks a significant shift in the beauty industry’s approach to digital marketing and customer engagement.
The Fenty Beauty + Fenty Skin Experience centers around product creation, allowing users to create their own version of the Fenty Beauty Gloss Bomb Universal Lip Luminizer. Users can visit the virtual Fenty Beauty Lab to customize the ingredients, applicator, and shade name of their lip luminizer. The most popular creations, as voted by users, will be reviewed by Rihanna herself, who will select one to be physically produced and sold in 2024 on Fenty Beauty and Sephora’s websites.
This innovative approach to product creation is not just about engaging customers; it also provides a unique opportunity for users to co-create a physical product from the digital experience. This initiative is a testament to Fenty Beauty’s commitment to leveraging digital platforms for marketing and customer engagement.
The partnership also includes various interactive activities within the virtual gaming environment. Players can participate in scavenger hunts, explore mazes, and learn more about the brand’s most popular products, such as its cleansers, fragrances, and lip glosses. To keep the experience fresh and exciting, new Fenty avatar accessories will be released every week.
“Fenty Beauty’s partnership with Roblox is part of a broader trend in the beauty industry. As the COVID-19 pandemic forced brands to pivot away from in-person experiences, many have turned to digital spaces like gaming platforms to connect with customers. Brands are increasingly blending social commerce, assisted shopping, AR/VR, and gamified incentives to bring a new dimension to the shopping journey in beauty.” said Retail Expert, Jeanel Alvarado.
The gaming community, contrary to popular belief, is diverse and includes a significant proportion of potential customers for Fenty Beauty, by partnering with Roblox, Fenty Beauty can reach these customers outside of a traditional store setting.
As the beauty industry continues to embrace the world of gaming, we can expect to see more innovative retail and tech partnerships. These initiatives not only offer new ways for brands to engage with customers but also provide users with immersive and fun experiences that blur the boundaries between reality and the digital world.