The LVMH brand creates own universe in Roblox. Visitors can apply makeup and more.

Givenchy Parfums is a beauty company creating its own universe in the Roblox metaverse platform. The LVMH brand is determined to explore new universes, digital gaming and social platforms, according to company executives.

Givenchy's Roblox featured a castle that's a homage to Founder Hubert de Givenchy's home where visitors can virtually style and apply makeup to their avatar faces. While exploring the area in the digital world of Roblox, you can even submit to contests for a chance to win virtual accessories and rewards. The castle is one-of-a-kind, featuring catchy colours that grasp the observer's attention instantly. Its structural landscape, which doubles up as a gaming world looks like a fairytale kingdom built at the centre of a modern cityscape, thanks to the stately castle that honours the memory of the company's creative founder.

However, if fans have already fully explored the stately Givenchy castle, they can enter the L'Interdit subway station. Once in the metro, they have a chance to win virtual prizes, apply makeup and parade about on a catwalk... Or even have fun at their very own pool and makeup station!

"It's important to be the first in things we do," said Spitzer, adding: "not for the sake of being the first. Each time, it's all about the consumer, about targeting the right consumer or the future consumers where [they are]."

The Givenchy Metaverse is fluid, of course. It will change with the season - think Holiday themes. Offerings may expand beyond makeup to include fragrance and skincare. "The strategy adopts an ecosystem - virtually and physically. It is seamless," Spitzer said, adding that people can also connect with "like-minded souls".

Givenchy has committed to finding an audience in the Metaverse from this move. Venturing into the hottest metaverse platform today, Roblox has over 50 million daily active users with a nearly 50/50 split of female and male players. Fifty-two percent of the community is older than 13 years, and the fastest-growing cohort is the 17- to 24-year-old set. And a lot of Metaverse visitors want to change their appearance. One in five of the gaming platform's daily active users updated their avatars daily in 2021.