AI文章摘要
In early September 2024, L'Oreal launched "Paris Catwalk," a branded Roblox experience just in time for Paris Fashion Week. The community response has been overwhelmingly positive, with over 1.5 million visits in less than two months and an impressive average rating of 90%.
Reports indicate that users spend an average of 5 minutes on the experience, which, for L'Oreal, translates into significant brand exposure among highly targeted, younger audiences. I spent a full 40 minutes exploring the experience, and below is my breakdown.
Experience Mechanics
The game mechanics are refreshingly straightforward: strut up and down the catwalk to collect "love points," which you can convert into "Worth it power" to progress. Accumulating enough "Worth it power" unlocks new areas of the experience and lets you purchase digital items from the "La Défilé" collection. These items boost your love point collection with multipliers (the more you have, the higher your score).
There are six collection items to unlock throughout the game. Completing other in-game activities, like giving the experience a thumbs-up or completing anti-harassment training (more on this later), earns you "rebirth tickets" that you can use to enter raffles for UGC (user-generated content) items or speed up your catwalk progression.
Brand Integration
As you'd expect, the branding is prominent—L'Oreal's logo and slogan ("I'm worth it") are everywhere. At the end of the catwalk, there's a giant screen playing footage from past L'Oreal Paris runway shows, which adds a nice touch.
From a marketing perspective, this activation screams brand awareness, leading to such a high-profile fashion event. But it goes beyond just brand exposure. L'Oreal has also included a corporate social responsibility element.
In collaboration with Right to Be, they've launched a mini-game called "Stand-up," which players can access through a portal within the Catwalk world. Here, participants receive training on how to handle street harassment. Completing the training earns you rebirth tickets for use in the Paris Catwalk experience—seamlessly blending brand purpose with player rewards.
Immersive Ads
L'Oreal also gets creative with immersive advertising, using portal ads to partner with other experiences on the Roblox platform. These collaborations feature themed UGC drops and participation rewards, including partnerships with:
Lewis Life and Paradise RP (Roleplay & Avatar Sim): A natural fit for L'Oreal, they've integrated branded UGC items, like the Lipstick Auto and the "I'm worth it" t-shirt, into these experiences. They also use in-game spaces to promote the "Stand-up" and "Paris Catwalk" worlds.
Makeup Contest: This is the most obvious collaboration. L'Oreal has launched custom UGC kits that players can use to create their own makeup looks, which other players rate in a contest-style mechanic. Not my personal favourite, but it makes perfect sense for the brand.
Teamwork Puzzle 2: This partnership is a bit more obscure. Teamwork Puzzle 2 is an Obby & Platformer game, not the most obvious fit for a beauty brand. However, with over 700 million visits since its launch in February 2023, it's clear why L'Oreal might want to tap into that audience. For me, this was the most enjoyable game out of the collaborations, but again, that's just a personal bias.
Conclusion
L'Oreal has been a trailblazer in the virtual space for years, having dabbled in metaverse experiences since 2022. However, the Paris Catwalk world takes its commitment to immersive branding to the next level.
The investment in this temporary experience (available only until November 22) likely runs into the hundreds of thousands, showing how seriously the brand takes this as a channel for reaching younger audiences and cultivating future customers.
As a true OG in the virtual space, L'Oreal has brilliantly leveraged the platform's native features—from engaging game mechanics to immersive ads and a healthy dose of original UGC drops.
The result? One of the most popular branded experiences on Roblox to date.
评论 (0)