The Fenty Beauty
& Skin Experience
Client: Fenty Beauty & Skin
Agency: Sawhorse Productions
Prod: Sawhorse Productions
Awards:
The Webby Award for Best Brand Integration
in the AI, Metaverse, & Virtual category.
The Challenge
Attract Gen Alpha to Fenty by showing them how essential they are to the brand.
Fenty built its brand on the promise of “Beauty For All.” Our challenge was to take those words one step further, creating a world where “for all” didn’t just mean everyone was welcome. It meant everyone could participate, create, & leave their mark on Fenty.
The Approach
Create an immersive Fenty universe on Roblox where players could explore, create, & compete for the chance to make their mark on the brand IRL.
Players would design & personalize their own virtual Fenty Gloss Bombs, then put their creations up for consideration by the ultimate judge: Rihanna herself.
But the winning Gloss Bomb wouldn’t stay virtual. Rihanna’s pick would cross the line from digital to physical, becoming an actual Fenty product to be manufactured & sold in the real world.
The Result
A lush, Wonkafied video game wonderland that turned Roblox players into actual Fenty creators.
In its one-month run, the experience drew 4.7M sessions, 2M+ unique users, & 402K hours of engagement.
The experience traveled well beyond Roblox too. Players organically created how-to & gameplay videos, turning the activation into its own engine for earned media.
The activation soon crossed into beauty culture, earning coverage from industry publications before Rihanna’s selection of the winner carried the story even further.
Most importantly, the experience made good on Fenty’s “Beauty For All” promise. It didn’t just make room for everyone in the world of Fenty. It gave everyone the chance to leave their mark on it.
But wait, there’s more
Wanna see a selection of the significant earned media we gained following this launch? Click here.