Roblox’s virtual makeover may be all the rage, but gamers’ obsession with digital avatar customization has real consequences. Major beauty brands like Nars and Nyx pay close attention to how users interact with cosmetic avatars in the metaverse and look at the impact of these actions on bottom line revenue. And all of this is influencing the strategies shaping the broader digital beauty revolution, according to Vogue Business.
According to Vinnie Burke, director of fashion and beauty associations at Roblox, Robloxians wear virtual makeup because beauty is an important part of expressing themselves in the sandbox game.
“Our users see their avatars as extensions of their true selves,” she says. Burke says one in five Roblox users update her avatar daily, which includes trying out a new virtual makeover.
The Vogue article also references Accenture’s 2022 global survey, which states that 48% of respondents are interested in purchasing virtual makeup within 12 months. At the same time, 38% of those surveyed have already made a purchase.
Major brands like Backup, Nyx, and YSL Beauty are experimenting with new metaverse technologies, including branded virtual worlds, web3, blockchain, and NFTs. However, other beauty brands are looking to tap into existing metaverse spaces like Roblox, where fashion and beauty trends are a big part of the platform’s appeal.
For example, Nars Color Quest allows users to apply virtual makeup to share on the app’s social network. Additionally, Gucci’s recent Roblox Gucci Flora launch event is a testament to the role metaverse activation can play in these brands’ ability to engage with their audiences in new ways.
“We’re at a stage where we’re seeing a lot of really exciting experimentation among early adopters in this area,” says Burke. Speaking specifically about the brand experience on Roblox, he notes: “[I]It is clear that when brands are successful, the value [of Web3 activations] big and tall.”
While it’s great to see so much experimentation and the future looks bright, it’s still relatively early to tell the true potential of beauty brands using the metaverse to engage with their audience beyond traditional advertising and social media. However, with so many untapped potentials for engagement such as VR/AR makeup apps and virtual color customization, there seems to be plenty of opportunity for real-life beauty brands to transcend their long-standing physical product identities. time and become leaders in digital beauty. revolution in the metaverse.
If you’re a Roblox virtual makeover enthusiast, you’ll want to find an avatar to match your new look by checking out our list of Roblox promo codes for September. Rock the party with our Roblox music codes for September and check out our guide to the best Roblox games in 2022 to find the best games to show off your new look and ringtones.
Source : PC Gamesn
