Key Takeaways:Kiehl’s gamifies SPF education in Fortnite, making sun protection interactive, engaging, and Gen Z-focused.Unlike beauty brands on Roblox, Kiehl’s uses Fortnite gameplay to tie SPF to in-game performance.With 4.5M minutes played, Kiehl’s x Fortnite proves gaming is a powerful beauty brand touchpoint.Kiehl’s is known for keeping its eye on the prize, operating with a culture-forward marketing strategy. The brand's recent collaborations with The White Lotus, Life Time Fitness Clubs, and its debut as the first-ever beauty brand stage sponsor at The Governor’s Ball music festival cemented its reputation for showing up in unexpected places. Following these surprising yet successful moments, Kiehl’s latest campaign—and first foray into the metaverse—may be its boldest (and most Gen-Z savvy): a gamified suncare storyline within the immersive world of Fortnite.Timed to spotlight its new Better Screen UV Serum SPF 50+, the Kiehl’s x Fortnite activation was designed to transform sun protection into interactive play for Gen Z, of which research suggests 59% of the age group don’t know that the sun causes skin damage.The campaign goes far beyond virtual billboards or static product placements, as Guillaume Monsel, Senior Vice President of Marketing for Kiehl’s US, told BeautyMatter, “This activation wasn’t about simply showing up—it was about building something meaningful inside a culture-defining space.”Sun on the ScreenKiehl’s developed two fully custom game maps for the activation, both of which blended brand DNA with gameplay that rewarded smart SPF decisions.