How Essence Cosmetics Turned a Roblox Setback into a Million-Visit Success

Essence Cosmetics, a leading European beauty brand under Cosnova, demonstrated remarkable resilience in the metaverse, transforming an initial Roblox stumble into a resounding million-visit triumph. Their journey underscores the power of community-centric design, strategic partnerships, and data-driven adaptation in the ever-evolving landscape of online gaming platforms.

Essence's first foray into Roblox, a Pride-themed experience launched in June 2023, aimed to showcase the brand's values of diversity and inclusivity. While the intent was laudable, the activation fell short of expectations, garnering only 180,000 visits over several months. Sara Apaza, Cosnova's Digital Brand Experience Manager, candidly assessed the shortcomings: "The biggest lesson here…was that when you are creating something, the community-centric approach was not there. The experience was nice from brand perspective…but what is there for the community to do?" The situation was further complicated by delays in activating Roblox credits, effectively preventing in-game advertising until late November. Sara recalls the frustration: "They launched in June and the in-game ads started running at the end of November...It was madness."

However, instead of retreating, Essence recognized the inherent potential of Roblox and doubled down on their commitment. "We appreciate the platform’s reach," Sara explained. "The users are spending so much time on this platform. And for us, it just felt like a new way to tap into these new audiences." This renewed approach prioritized a player-focused strategy, marking a fundamental shift in their metaverse mindset.

Central to this turnaround was the collaboration with agencies JVM and GEEIQ. Open to expert guidance, Essence adopted a tycoon game mechanic, a proven format on Roblox known for its high engagement. Tom from GEEIQ highlighted the strategic importance of this decision:

"They built a tycoon mechanic…which we know is really, really popular on Roblox. It's native to the platform. Users really enjoy tycoons. They can drive lots of repeat visits and really deep, long session times."

This strategic pivot demonstrated a genuine commitment to understanding and catering to the Roblox community’s preferences.

This time, the focus wasn’t solely on brand values, but on providing value to the players. Instead of simply replicating brand aesthetics, Essence sought to integrate organically within the Roblox ecosystem. They reimagined their mascot, the Lash Princess, evolving her from a passive NPC into an active, engaging character who interacts with players both in-game and within the dedicated Roblox group. "She's our driver to emotional connection," Sara noted, emphasizing the vital role of fostering a sense of community and belonging.

The strategic integration of user-generated content (UGC) also proved crucial. By carefully aligning with community trends and desires, Essence created highly sought-after virtual items, like the Lash Princess makeup look, which quickly sold out. The decision to incorporate these UGC items into the game's "fun pass" added another layer of incentive, rewarding player engagement and progression. This clever utilization of UGC demonstrated a nuanced understanding of the Roblox ecosystem and its users’ motivations.

Beyond the in-game mechanics, Essence amplified their efforts with a robust social media campaign, particularly leveraging their strong presence on TikTok, to promote the experience and broaden its reach. This multi-faceted approach ensured the activation resonated with the target demographic beyond the confines of the Roblox platform itself.

The results speak for themselves. The revamped Roblox experience achieved a staggering one million visits in just nine days – a tenfold increase from their previous attempt. Furthermore, the average session time of 13.5 minutes solidified the engaging nature of the experience.

Essence's Roblox success story offers key takeaways for brands looking to make their mark in the metaverse:

• Community-Centric Design: Prioritize the player experience above all else. Understand their motivations, preferences, and what drives engagement within the specific platform.

• Strategic Partnerships: Don't be afraid to seek and embrace expert guidance from agencies and platform partners. Their specialized knowledge can be invaluable in navigating the complexities of the metaverse.

• Compelling Storytelling: Craft engaging narratives that resonate with the target audience. Give players a reason to invest in the experience beyond simply acquiring virtual items.

• Effective UGC Integration: Leverage the power of user-generated content by offering desirable virtual items that align with community trends. This can drive both engagement and monetization opportunities.

• Integrated Marketing: Utilize existing social media channels to amplify metaverse activations and reach a wider audience. Create a cohesive narrative across multiple platforms to maximize impact.

• Data-Driven Iteration: Analyze data from previous activations to understand what worked and what didn't. Be willing to adapt and adjust strategies based on real-time feedback and performance metrics.

Essence's journey highlights the fact that initial setbacks can be invaluable learning opportunities. Their willingness to adapt, listen to the community, and embrace strategic partnerships transformed their Roblox presence from a minor blip into a million-visit phenomenon, setting a new standard for brand activations in the metaverse. Their success demonstrates how to navigate the complexities of this emerging landscape and forge authentic connections with a new generation of consumers. As Essence continues to refine their gaming strategy, their story will undoubtedly inspire other brands venturing into the dynamic world of the metaverse.