Roblox virtual makeup trends influence beauty brands in the metaverse

Roblox virtual makeup is igniting metaverse strategies among beauty brands, spurred by the concept that players see their avatars as extensions of themselves

Roblox virtual makeup may be trendy, but player obsession with digital avatar customization has real-world implications. Major beauty brands such as Nars and Nyx are paying close attention to how users engage with beauty-driven avatar products within the metaverse and analysing these activities’ impact on the bottom line. And all of this impacts the strategies that make up a broader digital beauty revolution, Vogue Business reports.

Robloxians engage with virtual makeup because beauty is a significant part of self-expression on the sandbox game, according to Winnie Burke, head of fashion and beauty partnerships at Roblox.
“Our users view their avatars as an extension of their real-life identity,” she says. Burke says one in five Roblox users update their avatar daily, which includes trying on new virtual makeup.
The Vogue article also points to a 2022 global Accenture survey claiming that 48% of respondents are interested in purchasing virtual makeup looks within 12 months. Further, 38% of those surveyed have already made a purchase.
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