Dive Brief:

• Givenchy Beauty has unveiled a makeover to its Givenchy Beauty House experience on Roblox in celebration of Pride Month in June, according to details shared with Marketing Dive.
• The space now features rainbows, flags and an interactive pop-up area that includes curated collections of wearable items designed by creators on the platform. The experience also includes a makeup station, selfie area and weekly quests meant to engage shoppers.
• The experience was made with creative studio Like Fire and The Gang, a full-service gaming studio. Givenchy claims it is the first luxury beauty brand to celebrate Pride on Roblox, per release details, and arrives during a fraught period for purpose-driven marketing.

Dive Insight:

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 brand 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 in celebration of 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 area featuring collections of wearable virtual items designed by creators on the platform. Each week, designers affiliated with the LGBTQ+ community and their work will be displayed in the pop-up, and players can browse and try on various items, showcasing the looks on a revamped runway.

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 and 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. Givenchy Parfums in 2022 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.

Roblox continues to be 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 on 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.