e.l.f. Cosmetics launches Roblox game to teach entrepreneurship
e.l.f. Beauty is launching a Roblox game, e.l.f. UP!, to help Gen Z and Alpha strengthen their entrepreneurship skills. In the game, players custom build their own dream startups and learn key skills like financial literacy and raising awareness through gamified experiences.
e.l.f.’s flagship products inspired the tycoon-inspired gameplay experiences. These include the Big Mood recording studio and fantasy chocolate shop, Holy Hydration! underwater sea life charity and animal rescue and the Power Grip extreme climbing gym and tech startup.
“Our community has been asking for us to be on Roblox,” said Kory Marchisotto, chief marketing officer of e.l.f. Beauty. “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. This time we are able to create an experience where our community can follow their entrepreneurial dreams and empower the next generation of changemakers who flourish in these digital economies.”
e.l.f.’s Roblox experience is designed to help young players develop both the hard and soft skill sets needed for the future jobs market. The company cites a study from BazaarVoice which found that 62% of Gen Z’s either are or intend to become entrepreneurs.
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e.l.f. UP! aims to provide players a digital sandbox to foster this creativity and entrepreneurship. Roblox’s own research found that 88% of Gen Z says
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