Brooklyn-based haircare model, amika, debuts its first Roblox expertise with Obsess. The colourful, play-driven world embodies the model’s dedication to inclusion, duty and sustainability, and leverages their skilled credibility to focus on their salon-quality merchandise. An excellent extension of the model’s function, the amikaverse is a community-centric instance of how they’re assembly their latest era of shoppers the place they’re.
Within the amikaverse, customers can be taught concerning the model as they create and share their very own digital merchandise, have interaction in distinctive challenges and work together with different characters all through the surroundings, fostering creativity and group.
Besties That Sport Collectively, Keep Collectively
The identify “amika” means good friend—the model emphasizes range and inclusion inside their expertise, from the digital gadgets to the non-playable characters (NPCs) within the video games. Selecting Roblox as the tip platform was a pure selection because it permits the model to proceed constructing their group in a social and gamified surroundings of greater than 70 million day by day energetic customers, a lot of whom are younger millennials and Gen Z.
Upon getting into the amikaverse, guests are invited to decide on a “Bestie” character—a Stylist, a Gardener or a Recycler—to information them by means of the immersive 3D expertise. Every Bestie leads customers into a unique themed area with a corresponding customized mini recreation that makes it straightforward and enjoyable to study amika. The video games actually contextualize how amika reveals up daily of their clients’ lives.
Stylists take you into the Salon, a mini recreation centered round inclusivity and product training; gamers can hone in on their hair experience by addressing the various set of hair considerations offered by numerous characters, after which fixing a fast puzzle. With Gardeners, customers enterprise to the Backyard problem the place they should develop and harvest totally different elements that make up the amika merchandise, showcasing the model’s naturally derived elements in an interactive approach. The Recycler path highlights the model’s dedication to sustainability—within the Recycling area, guests discover the amikaverse to gather items of recyclable supplies to then mix into considered one of 5 totally different packaging choices impressed by amika’s iconic patterns. As soon as customers have the hair data, elements and packaging, they’ll faucet into their creativity and create a customized product to present to mates throughout the expertise.
Self-Expression through Roblox Consumer Generated Content material
Obsess created unique digital wearables that customers can store for within the amikaverse to customise their avatars. As an official member of the Roblox UGC program, Obsess is ready to 3D mannequin all avatar gadgets in a model’s digital assortment, and create customized UGCs (avatar equipment) for manufacturers to promote on the platform.
The brand new amikaverse digital gadgets embody a vibrant assortment of branded hair equipment, a jetpack fabricated from hair dryers and brightly patterned hairstyles modeled after the model’s signature packaging. These customized digital gadgets empower self-expression and can be found for gamers to redeem with digital cash collected within the amikaverse.
The model additionally included a digital sweepstakes, providing the primary 10,000 guests who accomplished the Salon problem 10 instances to obtain a digital, limited-edition amika-patterned jacket to put on on the platform.
Based on Roblox, digital self-expression continues to develop in significance to Gen Z. Justine Higueras, Head of Magnificence, CPG and QSR at Roblox states “hair customization and curation is extra in style than ever on Roblox, and our analysis reveals that avatar hair is the second most vital factor for 67% of Gen Z customers to customise on a day by day or weekly foundation,” underscoring the need for amika’s new digital collectables. With the decrease price and ease of expression in immersive areas, individuals are ready to have enjoyable altering up their hairstyles extra typically. “The chance for hair manufacturers is very large on Roblox the place over 70 million folks join and talk day by day, and it’s nice to see experiences like amika’s that lean into the creativity of the Roblox group and the facility of digital self-expression,” Higueras continues.
Digital Shops for Roblox
Deepen engagement amongst model communities and drive long-term loyalty with a Roblox digital retailer expertise. Obsess works with Roblox to create shopping-focused, high-fidelity digital shops that give manufacturers a seamless and manageable entry level onto the platform. Obsess-powered digital shops on Roblox leverage gamification and tactical merchandising to advertise purchases. We’re in a position to 3D-ify a model’s surroundings at a excessive constancy and merchandise it with their digital gadgets.
Along with the immersive expertise on Roblox, amika and Obsess will likely be partnering to create an identical web-based digital retailer, hosted on their e-commerce website. All Obsess-powered immersive experiences are constructed for cross-platform distribution, empowering manufacturers to extend ROI and prolong their digital footprint throughout the online, Roblox, Apple Imaginative and prescient Professional and Meta Quest, and vice versa.
To be taught extra about how Obsess may help your model create a digital world and promote merchandise on Roblox, request a demo or electronic mail us at contact@obsessvr.com.
