A Peek into the Future: Brands Jumping onto Roblox's Bandwagon
Amika beauty company initiates presence on Roblox virtual platform for hair care promotion.
Scoop: New York-based hair care brand, Amika, has teamed up with Obsess to launch a thrilling virtual experience within the ever-popular platform, Roblox. Here's the lowdown!
In Amika's very own "Amikaverse," players can create their unique avatars and engage in mini-games tailored to each character. Not to mention, they can deck out their characters with stylish digital wearables, like hair accessories, among other goodies.
But Amika hasn't stopped there. Collaborating with Obsess, they're working on bringing a virtual store to their e-commerce website—slated to go live this year.
Just like Amika, several big-name brands and retailers, such as Walmart, Threadless, and Adidas, have dipped their toes in the Roblox pool, creating in-game experiences that have taken the internet by storm.
Breaking down the Amikaverse, players will find themselves choosing from three characters—the Stylist, Gardener, or Recycler—guiding them through an engaging, 3D journey. Depending on who they pick, they'll either be solving hair woes for other characters, growing ingredients for Amika's hair products, or repurposing recyclable materials based on Amika's designs.
Shannon Otto, senior director of consumer engagement at Amika, said, "Roblox is where we shine—building our community and aligning with our brand purpose. The Amikaverse offers a powerful and immersive experience for our next-gen customers."
The magic doesn't end with Roblox. Obsess has drawn a diverse crowd of brands and retailers, including J. Crew, Crate and Barrel, Crocs, and Alo Yoga, in recent years. To help brands create their own virtual stores, Obsess unveiled a unique tool back in April 2023 (although specifics are yet to be revealed).
On the other hand, some retailers turn to Obsess's competitor, Emperia, to create digital representations of their stores and brands. In the past, Emperia has collaborated with prominent brands like Tatcha, Bloomingdale's, and Lacoste.
As technology continues to evolve, we can expect to see more brands embracing virtual experiences and immersive e-commerce environments to interact with their customers in exciting new ways. Stay tuned, as we'll keep you updated on all the latest moves in this digital world!
- The AI from Obsess is assisting Amika in creating a virtual store on their e-commerce website, a move that aligns with the technology-driven lifestyle and fashion trends.
- Excited by the prospect of engaging with customers in immersive environments, Amika has launched the Amikaverse on Roblox, where players can labor to solve hair woes, grow ingredients, or repurpose recyclable materials.
- In addition to Amika, various fashion-and-beauty, retail, and technology brands, such as Walmart, Threadless, Adidas, J. Crew, Crate and Barrel, Crocs, Alo Yoga, Tatcha, Bloomingdale's, and Lacoste, have also created in-game experiences within the Roblox platform.
- The desire to adapt to changing consumer preferences and capitalize on the digital space has led brands to invest in skincare and haircare accessories, offering virtualized versions for avatars within the Amikaverse and other virtual environments.
- As technology advances, it is not uncommon to see excitements brewing among brands as they transition towards more accessible and interactive online experiences in the realms of AI, e-commerce, and virtual reality, similar to what Amika is doing within the Amikaverse.
