Galderma is the latest brand tapping Roblox to start a conversation with Gen Z about acne care.
The ‘Level Up’ campaign from the owner of acne brand Differin is aimed at gamers and focuses on “educating and empowering” the gaming community to be more aware of their skin health.
This takes the form of mini-games which will appear in the NewSmith, Teamwork Puzzles 2, Carry A Friend, Paradise RP and The Floor is Lava lobbies.
The mini-games include Foam Blaster, which tasks players with using a blaster to clean hovering faces with Differin’s 10% Benzoyl Peroxide Maximum Strength Foaming Cleanser.
Power Patch Splat, meanwhile, sees users launch Differin Power Patches at the right moment to splat pimples.
The final minigame, Zit Zapper, is also centred on hitting hovering faces using the brand’s Differin’s 10% Benzoyl Peroxide Spot Treatment Zapper.
“By integrating with some of the most popular games on the platform, the ‘Level Up Lobby’ experience invites players into an interactive world where mini-games meet skin health education, empowering the gaming community with knowledge and confidence,” Galderma said in a statement.
The games also seek to address acne's emotional impact, with research from the skin care business finding that acne can be linked to increased risks of depression and isolation.
Some 50 million Americans experience acne annually, with 85% of those affected aged 12 to 24 according to the American Academy of Dermatology.
The beauty player chose Roblox as the same research indicated that 90% of Gen Alpha and Gen Z, who are most affected by acne, frequently turn to the gaming platform.
“Meeting teens where they are is critical to the activation, but acne doesn’t only affect this Gen Z and Gen Alpha demographic,” Galderma added.
“This category-first experience is equal parts education and radical gaming experience that includes zit zapping and using foam blasting to clean skin.”