Fenty Beauty & Fenty Skin debuts in Roblox
Today, Fenty Beauty and Fenty Skin, the beauty and skincare brands founded by Rihanna are all set to make their Metaverse debut on Roblox. According to the icon herself, “Beauty experiences are meant to be fun, so I’m excited to provide everyone, everywhere, a glimpse into our world and a new realm of amusement with our makeup, skin care and fragrance,” Rihanna said in a statement.
Fenty Beauty + Skin in Roblox will showcase the stories and components behind some of the brand’s best-selling items, such as Fenty Skin Melt Awf Jelly Oil Makeup-Melting Cleanser, Fenty Eau de Parfum, and Fenty Beauty Gloss Bomb Universal Lip Luminizer. The interactive experience has activities like scavenger hunts, mazes, and more to explore the world of Fenty, where users can also grab exclusive accessories. One such experience is the Fenty Parfum maze, where players get to explore the ingredients of the scent. Another example is the Fenty Skin Melt Awf Scavenger Hunt, where players can collect Fenty Skin ingredients to create their own Melt Awf Cleanser.
The experience is a collaboration between Roblox, Fenty Beauty, Sephora, and Rihanna, enabling users “to co-create a physical product from the digital experience and bring it to life beyond the metaverse.” One particularly exciting aspect is the opportunity to personalize the Fenty Gloss Bomb. Not only that, Rihanna will herself select one winner’s custom creation, which will serve as inspiration for the next real-life Gloss Bomb.
“Gloss Bomb is the OG Fenty Beauty lip product. I’m excited to get people into our virtual lab and see all the different Gloss Bomb creations. Co-creating one of my favorite lip products with my Fenty Family is a fun and special thing for me.” — Rihanna
Participants can unlock and visit the Fenty Beauty Lab to customize various elements of the Lip Luminizer, such as the ingredients, effects, bottle design, lid, applicator, and shade name. Then, players need to visit the Sephora experience, where they can submit their custom #GlossBomb, view other creations, and vote for their favourite.
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Top 100 will make it to a finalist list at the end of each week. After four weeks, Rihanna will review the #GlossBomb combinations created by all 400 finalists and select one winner, whose creation will serve as inspiration for the next Gloss Bomb.
The Fenty Beauty + Skin experience is available on Roblox from today i.e. June 30, until July 30. 373,900 visitors have visited the experience, as of July 3. The Winner’s Fenty Beauty Gloss Bomb Universal Lip Luminizer creation will be made available for purchase in 2024, on FentyBeauty.com and Sephora.com.
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