11.13.23
ELF Cosmetics and ELF Skin have launched a new one-of-a-kind experience, ELF Up!, on Roblox, a global immersive platform for communication and connection.
ELF Up! takes users on a dynamic, personalized journey to become successful entrepreneurs and cultural changemakers. In ELF Up!, users create dream startups that represent places and causes they care most about.
The highly personalized experience fosters an advanced level of self-expression while building life skills like gamified financial literacy and raising social awareness that users will continue to flex each time they return to ELF Up!
“Our community has been asking for us to be on Roblox,” said Kory Marchisotto, chief marketing officer, ELF 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 ELF Yeah, then on Twitch with ELF You and ELF 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.”
Informed by the World Economic Forum's 2023 Future of Jobs Report insight, which states that "creative, analytical thinking and coding are the key skill sets for today’s workplace,” and a recent study by BazaarVoice reporting that, “62% of all Gen Z either are or intend to become entrepreneurs,” ELF UP! provides what it calls a “digital sandbox” to foster creativity and entrepreneurship. ELF Up! was also built on the insight that, “88% of Gen Z say expressing themselves in immersive spaces has likely helped them comfortably express themselves in the physical world,” per Roblox’s 2023 Digital Expression: Fashion & Beauty Trends Report.
The ELF Up! Experience
Built by Supersocial, a premiere developer and publisher of metaverse games and experiences, ELF Up! features experiences inspired by ELF’s hero offerings, like Big Mood, a recording studio and karaoke bar, Holy Hydration!, an underwater sea life charity and animal rescue, Halo Glow, a crystal cave jewelry and art gallery, and Power Grip, an extreme climbing gym and tech startup.
Distinctive features of the tycoon experience include advanced visuals and unique immersive elements that set it apart within the Roblox platform. Non-playable characters will have unique personalities and serve as collectible ever-changing figures to be treated equally in-experience. Future developments post-launch will include a pet adoption center where users can adopt animals to join their journey, new game mechanics, more areas inspired by new products and launches, a multi-lingual rollout and more.
Check out a clip of the ELF Up! Experience, below:
Check out a clip of the ELF Up! Experience, below: