06.08.22
Givenchy Parfums is the first beauty company to create its own universe in the Roblox metaverse platform. It goes live on June 13. Givenchy Parfums, an LVMH brand, is determined to explore new universes, digital gaming and social platforms, according to company executives.
Givenchy’s Roblox presence will include an image that’s an homage to Founder Hubert de Givenchy’s home. Visitors can virtually style and apply makeup to their avatar faces. They’ll also have a chance at winning virtual fashion accessories and contests.
If visitors tire of the stately Givenchy castle, they can enter the L’Interdit subway station. Once in the metro, they have a chance to win virtual prizes, apply more makeup and parade about on a catwalk.
The Givenchy Metaverse is fluid, of course. It will change with the season—think Holiday themes. Offerings may expand beyond makeup to include fragrance and skincare.
Givenchy will find an audience in the Metaverse. Roblox has over 50 million daily active users with a nearly 50/50 split of female and male players. Fifty-two percent of the community is older than 13 years, and the fastest-growing cohort is the 17- to 24-year-old set. And a lot of Metaverse visitors want to change their appearance. One in five of the gaming platform’s daily active users updated their avatars daily in 2021.
Givenchy’s Roblox presence will include an image that’s an homage to Founder Hubert de Givenchy’s home. Visitors can virtually style and apply makeup to their avatar faces. They’ll also have a chance at winning virtual fashion accessories and contests.
If visitors tire of the stately Givenchy castle, they can enter the L’Interdit subway station. Once in the metro, they have a chance to win virtual prizes, apply more makeup and parade about on a catwalk.
The Givenchy Metaverse is fluid, of course. It will change with the season—think Holiday themes. Offerings may expand beyond makeup to include fragrance and skincare.
Givenchy will find an audience in the Metaverse. Roblox has over 50 million daily active users with a nearly 50/50 split of female and male players. Fifty-two percent of the community is older than 13 years, and the fastest-growing cohort is the 17- to 24-year-old set. And a lot of Metaverse visitors want to change their appearance. One in five of the gaming platform’s daily active users updated their avatars daily in 2021.