Make-up brand essence has launched a new world on the gaming platform Roblox.
Kingdom of Essentia: Guardians Of The Lash Princess gives players access to a series of islands inspired by the seasons, with the first based on snow and ice.
The Cosnova Beauty-owned business focused on a bright colour theme for the game to “spread positivity” and serve as a “symbol against intolerance and bullying”.
It comes as Roblox reached 88 million Daily Active Users worldwide in November.
“With Guardians Of The Lash Princess, we want to meet young people where they are,” said Bülent Özdemir, Global Brand Director at essence.
“What excites us the most is that we can infuse brand communication at Roblox with playful elements and exciting stories that make our community part of our brand world.”
The world was developed by Jung von Matt NERD and its tech subsidiary ALFR3D, who claimed to have designed with the “needs and preferences of the Roblox community in mind”.
This includes mini-games such as Color Splash and Frosty Hover Rush, which allow players to collect coins which feed into the world’s tycoon game mechanics.
Players can use the ‘essential currency’ for in-game character upgrades or cosmetic customisations.
Essence said tycoon mechanics have been a “popular part of gaming culture since the 1990s”.
“In a media world where seconds in feeds count, Roblox allows us to create brand experiences that captivate communities for minutes, hours and months,” added Sebastian Romanus, Director Social and Digital Brand Experience at cosnova.
“Kingdom of Essentia shows how brands can bring their corporate values, products and social messages to life in a virtual world.”