Maybelline x Roblox
A large-scale Roblox experience designed to blend play, beauty culture, and self-expression, created to engage Gen-Z players and guide them into the Maybelline product ecosystem. The experience combined interactive gameplay, brand storytelling, and shoppable moments to drive product awareness and conversion.
My Role
The Goal:
Bring the product’s real-world effect to life through a fun, platform-native game mechanic and design an immersive city where players could experiment with self-expression while discovering the product through play. Create a clear but non-intrusive path from gameplay into product discovery and purchase.
The Challenge:
Translate a physical beauty product into satisfying, repeatable gameplay that felt native to Roblox culture, integrate commerce mechanics without breaking immersion, and continuously evolve the experience post-launch to maximise engagement, retention, and conversion.
The Result:
Players explored a Times Square-inspired city with playful interaction mechanics mirroring real-world product use. Live optimisation through limited-time boosts, reward pacing, and purchase-gated UGC sustained momentum. The campaign achieved 3M+ total plays, introduced Roblox’s first Amazon integration, and drove 1,000+ tracked product purchases.
