Fenty Beauty by Rihanna

Fenty Beauty's Roblox Experience: Where Gaming Meets Glamour


Sep. 2 2023, Published 12:53 a.m. ET

Fenty Beauty is a brand for the modern age. Not only does Rihanna’s beauty line have a catalog of high-quality products, but they have also built a reputation for being inclusive and innovative. With a big following on their engaging social media platforms, Fenty is truly a brand for the 21st century.

As if that wasn’t enough, Fenty Beauty is pushing even farther into the future. In June 2023, Fenty partnered with Roblox, a popular online playground where players can create servers and games, compete in challenges, and meet other people.

With this partnership, Fenty Beauty set an example for the beauty industry on how to tackle the digital age.

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The Fenty Beauty + Skin Experience on Roblox

For four weeks, players could access the Fenty Beauty + Skin Experience server on Roblox. The game was simple, it started with a scavenger hunt for 10 ingredients. Once the ingredients were found, players would unlock the Fenty Beauty lab, where they could craft their very own gloss bomb.

Players could mix and match between Fenty’s four existing gloss bombs — Ice, Heat, Cream, and OG. They could choose the color, choose the casing, and name their very own gloss bomb. Once the gloss bomb was crafted, players’ inventions were then put up for voting.

The contest was simple: the top 100 gloss bombs per week (for four weeks) were chosen for the final. Then Rihanna would choose a winner from the pool of 400 gloss bombs to turn into an actual product for Fenty Beauty.

Aside from the contest, there were also several collectibles on the server that Roblox players could get their hands on. Everything from jackets to beanies for their characters brought in dozens of players into the world.

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The Fenty Beauty + Skin Experience on Roblox gained big media coverage due to the bold nature of this experiment. This was something that had never been done in the beauty industry before, and many were excited to see how it would play out.

While there aren’t any official numbers, it’s clear that the experiment was a success. Estimates suggest that there were hundreds of thousands (if not millions) of people who jumped into the server during the four-week window, and every week, thousands of gloss bombs were submitted.

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The experiment also brought a lot of brand awareness to Fenty. Not only did they get more media coverage, but Roblox’s large player base was also exposed to the brand thanks to their server.

Beauty and the Metaverse

The metaverse is not the first thing that pops into mind regarding the beauty industry, but Fenty’s innovative experiment might be a sign that things are going to change soon.

It’s still unclear if creating Roblox servers and running a contest is the best way to take advantage of the digital age. However, the success of this experiment is likely to lead to more beauty brands trying new things in the future.

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