L’Oreal Scores Landmark Collaboration With Roblox 

With an eye on the future, L’Oreal has recently streamed its Paris Fashion Week showcase on Roblox. The showcase titled ‘Walk Your Worth’ has seen the likes of L’Oreal ambassadors Kendall Jenner, Soo Joo Park and Elle Fanning walking the runway to celebrate sisterhood, female empowerment, and the relationship between beauty and fashion. 

While it is de rigueur for brands to turn social platforms such as YouTube and Instagram to livestream their seasonal collections, however, they tend to overlook Roblox, a digital platform that is extremely popular with Gen Z. 

With over 66 million daily active users from the Gen Z demographic, the digital environment’s growing user base is another reason why brands which are keen to beef up their virtual presence are thinking of leveraging on Roblox.

With Gen Z spending power estimated to be around a massive US$360 billion, brands are thinking hard on new strategies to get eyeballs from a discerning demographic.  

According to ASN data, L’Oreal has previously dabbled in China’s esports scene by backing League of Legends Rift Rivals and Jackeylove. On the global scale, L’Oreal Professionnel, the brand’s haircare arm has ventured into a partnership with Ready Player Me with its array of avatar hairstyles since last November. 

In terms of sponsorship spend, L’Oreal has pumped in almost US$19.7m (3.7%, 2^nd highest share for its category) in the Asian sponsorship market since Q121. However, the brand’s spends for the first three quarters of 2023 have been below its quarterly average of slightly above US$1.75m, but the brand is forecasted to have a robust Q423 with investment of almost US$1.8m.