e.l.f. UP!
eGEN leads e.l.f.’s pioneering Roblox strategy, making one of the highest-rated branded experiences. With over 25 updates over 18 months, e.l.f. UP! continues to push boundaries of what a brand can do on platform.
Client
e.l.f. Cosmetics
Year
2023 - Current
Industry
Beauty/Cosmetics
Services
Strategic Development
Branded Partnerships
Creative Ideation
Live Streaming & Content Production
DISRUPTING WHAT’S POSSIBLE ON ROBLOX WITH THE #1 GEN Z BEAUTY BRAND
DISRUPTING WHAT’S POSSIBLE ON ROBLOX WITH THE #1 GEN Z BEAUTY BRAND.
e.l.f. UP!
eGEN leads e.l.f.’s pioneering Roblox strategy, making one of the highest-rated branded experiences. With over 25 updates over 18 months, e.l.f. UP! continues to push boundaries of what a brand can do on platform.
Services
Strategic Development
Branded Partnerships
Creative Ideation
Live Streaming & Content Production
Year
2023 - Current
Client
e.l.f. Cosmetics
Industry
Beauty/Cosmetics
Since launching e.l.f. up! less than a year ago, eGen has:
Diversified e.l.f revenue
Created a new non-makeup revenue stream from digital goods and avatar wearables for the first time in e.l.f.’s history.
Grown new loyalty program members
Drove tens of thousands of sign-ups to their loyalty programme from Roblox users, turning players into ‘real world’ members.
Exploded reach to brand new fans
Drove awareness and cemented e.l.f. brand love with a new demographic of highly engaged Gen Z gamers, on and off Roblox.
Since launching e.l.f. Up! less than a year ago, eGEN has:
Diversified e.l.f. Revenue
Created a new non-makeup revenue stream from digital goods and avatar wearables for the first time in e.l.f.’s history.
Grown New Loyalty Members
Drove tens of thousands of sign-ups to their loyalty programme from Roblox users, turning players into ‘real world’ members.
Reached Untapped Fans
Drove awareness and cemented e.l.f. brand love with a new demographic of highly engaged Gen Z gamers, on and off Roblox.
highlights
21M+
Total visits to date
Faster growth than any other fashion or beauty brand on Roblox
1M+
UGC Redemption
Top 5 branded experiences on Roblox for UGC claims
96%
Approval Rating
Top 1% of branded experiences on platform