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.