Overview
NARS Cosmetics used Roblox to connect with a Gen Z and Millennial audience expanding its presence in the booming immersive realm. With 79.5 million daily active users (DAUs), and Gen Z as the top spending age group, Roblox was the perfect place for NARS to create a campaign for deep engagement.* Following the successful launch of NARS Color Quest, they returned to the platform again with NARS Sweet Rush.
* Data as of Q2 2024; the age range for Gen Z users is 11–26
Activation highlights
Exclusive avatar customizations
Innovative social media feed
Inside the experience
Unique experience characters
Engaging quests in immersive worlds