- E.l.f Beauty Provides Games for Side-Hustling Gen Z: Making its metaverse debut, US vegan and cruelty-free cosmetics company E.l.f Beauty has launched E.l.f. Up! on Roblox, cementing its status as the number one beauty brand for teen girls in the US (Piper Sandler, 2023). With 84% of US Gen Zers choosing entrepreneurship as an exciting career path (Yahoo Finance, 2023) (although side hustles are more appealing than becoming the next Zuckerberg – see Powering the Brand of Self in the Spotlight series Dynamic Youth), players go on a “tycoon adventure” to “start up your side hustle”.
Built by American metaverse games developer Supersocial, players launch their own businesses and interact with non-player characters (NPCs). Start-up choices include the Power Grip extreme climbing gym, Big Mood recording studio, Halo Glow jewellery and art gallery, and the Holy Hydration sea life charity – all of which are named after E.l.f. flagship products.
Importantly, treating NPC customers with kindness is rewarded with increased visits from patrons/customers in-game. This chimes with the 88% of Gen Zers who say that expressing themselves in immersive spaces makes them more comfortable with real-world self-expression (Roblox, 2023) and the trend towards kindness as a performance metric – see Sociological Gaming: Character Relationships as Objectives in Gamescom 2023 for more on this.
See also Beauty: Gen Z-Based Brand Engagement.