On average, Gen Alpha spends $2,340 in pocket money yearly, with 35% of this figure allocated to trading their money for beauty items. When not buying into the latest cosmetic trend, the younger generation can often be found playing Roblox. The app, which hosts almost 90 million active users a day, has seen a plethora of beauty brands make their mark in the space to connect with younger audiences. Previously, brands and retailers such as Sol de Janeiro, Maybelline, and Superdrug have captured the digital attention of Gen A and Gen Z on Roblox. 

As beauty brands race to connect with younger consumers, Givaudan is the latest to make a bold stride into the metaverse. With the launch of “Guardians of Memories” on Roblox, the global fragrance powerhouse is using gamification to turn perfume creation into an immersive, educational adventure for the next generation. Designed for Gen Z and Gen A, the game explores the connection between scents, memories, and emotions, making the art of perfumery accessible to younger consumers in a familiar digital space. 

The aforementioned generations are redefining the beauty industry, prioritizing experience-driven purchases and interactive engagement. According to recent reports, beauty brands investing in metaverse experiences see increased brand affinity among younger audiences. According to a report by McKinsey, Gen Zers alone account for nearly 40% of global consumers and are twice as likely as millennials to engage with brands through gaming platforms. This shift has prompted beauty and fragrance companies to experiment with gamification, AI-driven personalization, and metaverse activations.

In “Guardians of Memories,”...