Givenchy Beauty is overhauling its Beauty House Roblox space for a Pride Month experience, building on its two years of experience with the platform in a push for LGBTQ+ inclusivity. The move arrives as many brands navigate a tense period for purpose marketing amid ongoing culture wars and fears of consumer backlash. Accordingly, other brands like Target have dialed back their Pride Month-related efforts this year.

Givenchy’s Roblox space was reimagined to celebrate love, acceptance, and diversity, per release details, now featuring rainbows, flags, and other experiences meant to fuel an electric atmosphere and “joyous Pride party.” The effort includes an interactive pop-up featuring collections of wearable virtual items designed by creators on the platform. Each week, designers affiliated with the LGBTQ+ community will display their work in the pop-up, and players can browse and try on various items, showcasing the looks on a revamped runway.

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A new virtual item inspired by a Givenchy Couture accessory, the Voyou bag, will be revealed as part of the Pride Month activation and released in a virtual form during the last week of June. Givenchy Beauty, a maker of fragrances, makeup, and skincare products, is owned by parent company LVMH.

Other features of the Roblox experience include a station with fresh makeup looks and a selfie area set against a rainbow backdrop. The Gang also redesigned the space’s dance floor and added original music from Like Fire, a creative studio dedicated to cultural activations. Weekly quests are meant to engage shoppers, spotlight the diversity of the LGBTQ+ community, and offer the chance to win exclusive Pride UGC items.

The latest Roblox play from Givenchy follows the success of its “Festive Winter Escape” immersive experience, per the release, which allowed players to explore a winter wonderland and test a limited-edition collection of beauty items. The effort also contributes to Givenchy and LVMH’s commitment to LGBTQ+ charities. In 2022, Givenchy Parfums worked with Like Fire to create a piece of digital artwork in partnership with the Rewind artist collective and London gallery owner Amar Singh and donated profits to the Le MAG Jeunes LGBTQ+ association.

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Roblox remains a valuable opportunity for marketers looking to shore up a stronger connection with younger audiences, with more than half of the platform’s 71.5 million daily active users part of the Gen Z demographic. Other luxury brands have also sought a presence in the space, including Gucci, which opened a persistent digital space on the platform in 2022. Earlier this year, German fashion house Hugo Boss promoted the debut of its new denim-focused line with a Planet Hugo world on the platform.

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While Roblox has become a go-to for brands that want to connect with younger consumers, Ikea is taking a fresh approach and focusing on potential employees. The activation is part of a larger push from the furniture seller, “Careers Done Different,” meant to attract new employees.

“The Co-Worker Game” mimics the look and feel of a brick-and-mortar Ikea, with players visiting an on-site restaurant and using Ikea products to organize the virtual space. The virtual experience was designed to provide younger consumers with working experience and promote career opportunities in real-world Ikea stores, where non-linear career journeys and moves across departments are commonplace, per press details.

The game tries to mimic actual employment as closely as possible, with those chosen for digital positions set to receive the same hourly pay rate as someone working in a London store. Those wishing to apply need an updated CV and the ability to participate in video interviews, which will take place between June 14 and June 18.

Roblox has been widely embraced by brands to create immersive experiences that are often shopping-related and targeted at the platform’s core users, 60% of whom are under 16 years old. The Ikea effort is the latest example of a marketer exploring the platform’s potential to engage consumers beyond brand-building and shopping. Wow, Bao became the first fast-casual restaurant to gate Roblox items behind a rewards program earlier this year. These efforts arrive as Roblox continues ramping up platform advertising opportunities.

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Ikea’s Roblox activation comes just months after the retailer launched its first global brand campaign. “Do Try This At Home” showcases the brand’s affordable offerings while embracing fun when cost-of-living indexes are on the rise.

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