Givenchy Beauty on Roblox
Open the game- Brand
- Givenchy
- Year
- 2023
- Objective
- Awareness & brand image
- Industry
- Fashion & beauty
- Mechanic
- Mini-games
- Platform
- In-game
Objective
Givenchy Beauty, the luxury cosmetics division of LVMH, sought to engage younger demographics on Roblox by creating an immersive digital beauty experience. Rather than focusing on direct product sales, the campaign positioned Givenchy Beauty as a lifestyle brand, establishing a virtual presence in the metaverse to build brand affinity among Gen Z and younger millennial players.
Solution
Givenchy Beauty House is a persistent virtual mansion on Roblox inspired by the late founder Hubert de Givenchy's stately home. The experience features themed zones including a dancefloor inspired by the Irresistible fragrance, the L'Interdit forbidden station, makeup stations, a photo booth, and a swimming pool. Players can customize their avatars with digital makeovers and earn virtual fashion accessories and items through activities and quests. Seasonal updates brought limited experiences—such as a Festive Winter Escape in 2023 with makeup stations applying digital versions of Prisme Libre highlighter, Le Rouge lipstick, and Le 9.10 eyeshadow palettes. Developed by The Gang (Swedish studio) in collaboration with Doppelgänger for seasonal content.
Results
Givenchy Beauty House attracted over 10.7 million visitors. Specific engagement metrics, conversion data, or product sales lift were not publicly disclosed.
