Fenty Beauty + Skin Experience on Roblox
Fenty Beauty debuted its first campaign on the Roblox platform with the Fenty Beauty + Skin Experience, a virtual world that attracted over 4.5 million plays. Active during July 2023, the experience included interactive elements such as scavenger hunts, mazes, and a lab for creating custom virtual Gloss Bomb lip glosses. Users voted on these custom glosses, with one winning shade selected by Rihanna to be made into a real Fenty product. Fenty Beauty + Skin Experience won the 2024 Webby for Best Brand Integration in the AI Metaverse & Virtual category. Built by Sawhorse Interactive.