Sol de Janeiro tackles gaming with new Roblox activation

11 months ago 23

Sol de Janeiro is the latest brand to venture into the metaverse via Roblox, with the hope of bringing its signature Brazilian flair to gamers.

The Sol de Janeiro Roblox activation, called “Sol de Janeiro Universe,” launched Thursday and will last through February. While Sol de Janeiro has formerly invested in tech-focused activations focused on AR filters on Snapchat, Instagram and TikTok, this is the first time the brand has ventured into gaming. Sol de Janeiro’s primary customer base is older Gen Zers and young millennials, said Tamera Ferro, CMO of Sol de Janeiro, adding that younger Gen-Z customers typically buy into the brand through body mists. Though Roblox experiences are geared for anyone and everyone, 22% of Roblox users are 17-24 years old, and 55% are older than age 13. Roblox has 70.2 million daily active users, according to its latest earnings report released on Nov. 2023.

“We continue to diversify our audiences, leading to our Roblox strategy,” said Ferro. “We look a lot at our audience overlap. We understand that what they’re interested in has a ripple effect, and our audience overlap in gaming is a fast-growing cohort for us.”

Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.

Article From: www.glossy.co
Read Entire Article



Note:

We invite you to explore our website, engage with our content, and become part of our community. Thank you for trusting us as your go-to destination for news that matters.

Certain articles, images, or other media on this website may be sourced from external contributors, agencies, or organizations. In such cases, we make every effort to provide proper attribution, acknowledging the original source of the content.

If you believe that your copyrighted work has been used on our site in a way that constitutes copyright infringement, please contact us promptly. We are committed to addressing and rectifying any such instances

To remove this article:
Removal Request