Roblox’s reign over beauty marketing is only growing stronger. Similarly to TikTok, Roblox provides a blueprint for success if executed correctly, particularly for those who want to grab the attention of younger audiences. In Q3 of 2023, Roblox reported a 38% increase in revenue from the previous year and a 20% climb in brand booking, signaling sustained user engagement and monetization among its 216 million monthly active users. Alongside digital moneymaking, the platform also contributes towards physical sales, with 84% of Gen Z players stating they are likely to buy a brand's products in real life if they see it on Roblox. Setting up in the virtual space evidently has its benefits, and Sol de Janeiro hopes to be the next brand to secure a slice of the Roblox pie.Roblox CEO David Baszucki credits the platform's success to its keen focus on community interaction, further amplified by investments in brand collaborations and advertising. Sol de Janeiro entered Roblox ticking all three of these boxes, positioning its Sol de Janeiro Universe campaign as “a mission to spread self-celebration and joy across the globe, through [the brand] ethos of body celebration, connection, self-love, and personal expression—all under the warmth of the Brazilian sun.”Dubbed the Sol de Janeiro Universe, the brand's platform iteration allows participants to discover their self-confidence by exploring a virtual Rio de Janeiro, Brazil. The online world is a burst of color, hosting bright buildings, bold-hued hot air balloons, and vibrant pop-up shops.