Roblox virtual makeup trends influence beauty brands in the metaverse
Roblox virtual makeup may be trendy, but player obsession with digital avatar customization has real-world implications. Major beauty brands such as Nars and Nyx are paying close attention to how users engage with beauty-driven avatar products within the metaverse and analysing these activities’ impact on the bottom line. And all of this impacts the strategies that make up a broader digital beauty revolution, Vogue Business reports.
Robloxians engage with virtual makeup because beauty is a significant part of self-expression on the sandbox game, according to Winnie Burke, head of fashion and beauty partnerships at Roblox.
“Our users view their avatars as an extension of their real-life identity,” she says. Burke says one in five Roblox users update their avatar daily, which includes trying on new virtual makeup.
The Vogue article also points to a 2022 global Accenture survey claiming that 48% of respondents are interested in purchasing virtual makeup looks within 12 months. Further, 38% of those surveyed have already made a purchase.
Major brands such as Backup, Nyx, and YSL Beauty are experimenting with emerging metaverse technologies, including branded virtual worlds, web3, blockchain, and NFTs. However, other beauty brands seek to reap the benefits of tapping into existing metaverse spaces such as Roblox, where fashion and beauty trends are a significant part of the platform’s appeal.
For example, Nars Colour Quest allows users to apply virtual makeup to share within an in-app social feed. Additionally, Gucci’s recent Gucci Flora fragrance launch event in Roblox is a testament to the role that metaverse activations can play in these brands’ ability to engage with their audiences in new ways.
“We are at a stage where
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