Overview

• Vegan and cruelty-free beauty brand e.l.f. Beauty is launching a game on Roblox called 'e.l.f. UP!' where users can create their dream startups, promoting entrepreneurial skills and financial literacy.
• The gameplay is influenced by various e.l.f. products, including Big Mood mascara, Holy Hydration moisturizer, and Power Grip skin primer, making for engaging and meaningful player experiences.
• The venture is inspired by the World Economic Forum's 2023 Future of Jobs Report and a study by BazaarVoice stating that creative and analytical thinking, along with coding, are crucial skills for the present job market, and that 62% of Gen-Z aim to become entrepreneurs.
• The game also features over a million user-generated content (UGC) digital accessories that players can earn by participating in tasks and challenges, allowing for a gamified learning and skill-building experience.
• Future developments for e.l.f. UP! include the launch of a pet adoption center, new gaming mechanics, and further areas inspired by new products. The game is also planning to support multiple languages in the long run.