Essence Makeup Launches New Virtual Experience on Roblox

Essence Makeup, the global beauty brand known for its affordable and fun-to-use cosmetics, has launched a new virtual experience on Roblox called “Kingdom of Essentia: Guardians of the Lash Princess”. This immersive game invites players to step into an enchanting virtual universe that champions diversity, confidence, and collaboration.
The game is set in a vibrant, multi-seasonal world called Frosty Falls, where players can collect essence coins through captivating mini-games like Color Splash and Frosty Hover Rush. By working together, players aim to bring colour and vitality to the Kingdom of Essentia, fighting against the symbolic adversary “Evil Gray”, which represents challenges such as negativity, intolerance, and bullying.
Sebastian Romanus, Director of Social & Digital Brand Experience at cosnova, commented, “In a fast-paced media landscape where every second counts, Roblox enables us to create brand experiences that captivate for minutes, hours, and even months. Kingdom of Essentia brings our brand’s values, products, and social messaging to life in an engaging and meaningful way.”
This launch underscores Essence Makeup’s commitment to meeting their audience where they are and creating dynamic, socially resonant experiences for gamers worldwide. By leveraging platforms like Roblox, Essence Makeup aims to authentically engage with new and existing fans, deepening its connection with a global community of gamers and beauty enthusiasts.
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