Fashion-beauty

NARS: Reach & Long View

Overview

NARS Cosmetics used Roblox to connect with a Gen Z and Millennial audience expanding its presence in the booming immersive realm. With 85.3 million daily active users (DAUs), 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.

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Approach

Success Metrics

0M

total visits to NARS Color Quest and NARS Sweet Rush on Roblox*

0M

total hours engaged in NARS Color Quest**

0%

average experience audience rating***

We anticipate there will be a good amount of interest in a beauty adventure game because there are a lot of users within Roblox that are interested in beauty. There’s also a whole class of Roblox influencers who review all of the new experiences, so we anticipate there will be a groundswell of conversation.

Dina Fierro, VP of Global Digital Innovation and Strategy at NARS Cosmetics

Roblox empowers beauty enthusiasts

To engage the dynamic and enthusiastic Roblox community, NARS took a visionary approach. Their goal was to sustain long-term involvement on the platform that’s seen 22% year-over-year growth in DAUs as of the fourth quarter of 2023.* By building an active community and consistently growing with them, NARS geared up for a lasting presence on Roblox.