Marketing through gaming platforms and the metaverse has become a go-to strategy for several beauty brands, especially those with a Gen Z-based audience. Roblox, in particular, has made its mark on the industry. The avatar-based website has hosted activations for names including Fenty Beauty, NYX Professional Makeup, and Maybelline, among others. With over 70 million active users per day, Roblox knows a thing or two when it comes to finding the best ways to engage its gamers. The platform's 2023 Digital Expression, Fashion & Beauty Trends Report compiles the responses of 1,545 Gen Z consumers in the US and UK who were questioned on their gaming preferences and general approach to the metaverse. BeautyMatter outlines the key findings:
Strength Through Self-Expression
While it has always been common for young people to care about their appearance, Gen Z has gone one step further, with many now fixated on how their online avatars look. For many, experimenting with an avatar's appearance has led to growing confidence in real life. Eighty-eight percent of Gen Z report that expressing themselves in immersive spaces has likely helped them feel more comfortable expressing themselves in the physical world, and a further 84% agree that their real-life style has been inspired by the way they created their avatar. Many also reported that online games help them make genuine friendship connections, which helps to improve their mental health.
After playing with an avatar on Roblox:
Survey respondents stressed that they care greatly about distinct styles and brand recognition for their avatars. This had led to an opportunity for brands to create digital and physical world products that coincide with each other, driving desirability for the item in both environments.
While fashion is important, no look is complete without the perfect makeup and hairstyle.
Overall, it is evident that avatar creation on Roblox is helping Gen Z to feel they can express themselves and make genuine connections based on how they are presented online. Businesses can turn this into an opportunity by creating branded wearables for avatars on the platform, as well as makeup options, which many users have stated they enjoy using. Ultimately, by presenting themselves on Roblox, brands will drive brand awareness with Gen Z, which can, in turn, create more sales of physical products.
2 Article(s) Remaining