Sol de Janeiro Launches “Sol de Janeiro Universe” on Roblox: Bringing Brazilian Flair to Gamers
Sol de Janeiro, the renowned beauty brand, is making its foray into the metaverse by launching its first-ever gaming activation on Roblox. Titled “Sol de Janeiro Universe,” the experience aims to bring the brand’s signature Brazilian charm to gamers, starting from Thursday and running until February. With a focus on attracting older Gen Zers and young millennials, Sol de Janeiro is targeting a niche but significant audience within the Roblox community, where 22% of users are aged between 17 and 24.
Diversifying Audiences: Sol de Janeiro’s Roblox Strategy
In a bid to expand its customer base, Sol de Janeiro has adopted a diversification strategy focusing on the gaming industry. Tamera Ferro, CMO of Sol de Janeiro, emphasized the importance of audience overlap and acknowledged the growing impact gaming has on the brand’s target market. With 55% of Roblox users above the age of 13 and a staggering 70.2 million daily active users, the decision to venture into Roblox seems like a natural next step for Sol de Janeiro.
An Immersive Brazilian Experience within Roblox
The Roblox experience created by Sol de Janeiro draws inspiration from the vibrant city of Rio de Janeiro and the iconic annual Carnival of Brazil. Through a teaser video released earlier this week, viewers get a glimpse of the brand’s name etched into white sand beaches, Bum Bum Creams displayed amidst a lush forest, and a hot air balloon hovering above city buildings. Within the game, players can spin a compliment wheel, share compliments with friends, explore core products, and participate in a sustainability scavenger hunt. The goal is to immerse users into the brand’s lively Brazilian-inspired lifestyle, promoting joy and confidence.
Brand Collaborations in the Roblox Space
Sol de Janeiro joins a growing list of brands that have recognized the potential of the Roblox platform. E.l.f Beauty, Fenty Beauty, and Claire’s are among the prominent names that have previously launched Roblox activations. Sol de Janeiro’s entry into the gaming space builds upon its recent success, fueled by the popularity of its body mist fragrances. The brand’s strategic acquisition by L’Occitane and strong financial performance, with $512 million in sales in the first nine months of fiscal year 2024, have further cemented its position for growth.
Promoting the Launch and Creating Engagement
In addition to social media promotions, Sol de Janeiro has enlisted the support of popular gaming streamers to play the Roblox experience live on Twitch. Manny Gutierrez, Brooke Ashley, Kennedy Rose, Tara Moon, and Megan Letter will engage their audiences and create content surrounding the gameplay. The brand hopes to generate excitement, positivity, and confidence through the in-game elements, aligning with Sol de Janeiro’s core values of self-celebration and personal expression.
With the launch of “Sol de Janeiro Universe” on Roblox, the brand aims to make a lasting impact on a wider audience, showcasing its essence of positivity, confidence, and Brazilian charm. As Sol de Janeiro continues to venture into new territories, the gaming realm provides a dynamic platform to reach and connect with younger consumers in unique and immersive ways.
Analyst comment
This news can be evaluated as positive for Sol de Janeiro. By launching on Roblox, Sol de Janeiro is diversifying its audience and targeting a niche but significant audience within the Roblox community. This move aligns with the growing impact gaming has on their target market. The immersive experience aims to promote joy and confidence, showcasing the brand’s essence and Brazilian charm. With the support of popular gaming streamers and a strategic acquisition by L’Occitane, Sol de Janeiro is well-positioned for growth in the gaming space.
