Key Takeaways:
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 Screen
Kiehl’s developed two fully custom game maps for the activation, both of which blended brand DNA with gameplay that rewarded smart SPF decisions. The storytelling of the maps is metaphorical but purposeful—sunlight in both represented UV damage, and the Better Screen UV Serum acted as a digital form of protection and power up.
The first map, Night Run, Sun Stop (aka Minigame Box PvP), is an adrenaline-fueled Red Light, Green Light-style sprint through a sun-drenched arena. Players have to freeze in daylight or grab a Kiehl’s UV Serum pickup to survive and sprint with a speed boost. The UV Eliminator Blaster and dynamic day/night transitions effectively convey the brand's message in a visually engaging way.
The second map, UV Survival (aka Walker Farm), adds a cinematic twist to classic zombie gameplay. Players battle both Walkers (zombies) and rising UV radiation, using the Better Screen Serum as a shield to survive. The final boss can only be defeated under direct sunlight, adding a strategic tie-in to real-world SPF relevance.
“Every visual—from serum pickups to the branded reward vault—was crafted to feel like an authentic part of the Fortnite universe, not a product plug,” added Monsel.
Within these maps, players are able to earn digital cosmetics, unlock branded vaults, and pickup serum-themed power-ups. These mechanics subtly reinforce the idea that SPF isn’t optional—it's essential for performance, both in the game and in real life.
“We approached the campaign with a simple philosophy: fun first, function layered in,” Monsel said. “The goal was never to lecture—it was to gamify smart SPF habits.”
Favoring Fortnite over Roblox
The industry’s metaverse presence is dominated by brands betting on Roblox—from e.l.f. to Fenty Beauty, Finery, and many more. The social-first environment is rife with beautified avatars. So why did Kiehl’s select Fortnite over beauty-loved Roblox?
Monsel explained that Kiehl’s deliberately chose Fortnite as it offered a uniquely immersive and high-impact way to bring SPF storytelling to life. “While other platforms lean heavily on brand presence, Fortnite allowed us to integrate purpose-driven gameplay,” she explained. Integrating beauty SKUs into gaming usually sees brands prioritize visuals over mechanics. Kiehl’s, by contrast, tied product benefit to in-game progression: No serum, no speed. No SPF, no survival.
“With more than 25 million players in these Fortnite experiences, we saw an opportunity to reach Gen Z gamers where they already are, using gaming mechanics to reinforce real-world skincare behavior in a way that feels fresh, not forced.”
The activation, which runs from July 20 to August 3, was a hit right from the start. Within the first two days, Kiehl’s x Fortnite boasted impressive initial results:
To kick off the campaign, Kiehl’s partnered with top Fortnite creators MrTop5 and GhostNinja, extending reach across YouTube Shorts, TikTok, and livestreams, aligning with the brand's broader strategy to boost brand visibility in gaming-native channels.
The Bigger Picture: Gaming as a Key Beauty Touchpoint
Kiehl’s is certainly not alone in chasing Gen Z through digital worlds. Still, where others have leaned into avatar customization and community spaces, Kiehl’s is tapping into gameplay itself as a storytelling medium. This strategic shift reflects how younger consumers experience brands: not through ads or packaging, but moments of interaction that feel native.
By embedding skincare behavior into the mechanics of one of the world's most viral games, Kiehl’s isn’t just launching a product; it’s reshaping how SPF education can look, feel, and function for the next generation. As the first major beauty brand to show up on Fortnite (aside from Revolution Beauty’s physical cosmetics collection with the franchise in 2023), Kiehl’s is setting a new precedent for how beauty brands might show up in high-intensity gaming platforms going forward. For a brand built on clinical credibility and cultural connection, this collaboration is just not just a win—it's a high score.
