New Roblox Adventure
Essence, the globally recognized cosmetics brand, is taking its presence on the popular platform Roblox to the next level with its immersive new world, Kingdom of Essentia: Guardians of The Lash Princess. With the new adventure, essence introduces a multi-seasonal universe, building on the brand’s success from its first Roblox experience. This expansion offers players an even more innovative, interactive, and socially relevant virtual experience.
A Winter Wonderland Adventure
Set in the Kingdom of Essentia, the new virtual world is inspired by the changing seasons, each reflected in unique islands. The immersive nature of this experience introduces players to exciting mini-games while reinforcing powerful messages of positivity, inclusivity, and unity. The first island, Frosty Falls, encapsulates the magic of winter and invites players to collect essence coins through fun mini-games like Color Splash and Frosty Hover Rush. By blending the nostalgia of tycoon game mechanics with seasonal themes, the adventure promises hours of entertainment, while subtly encouraging collaboration and fighting against the forces of Evil Gray – a symbol of negativity, bullying, and intolerance.
Returning Lash Princess and Community Engagement
A fan-favourite character from the first Roblox world, the Lash Princess, returns to lead players on an even grander journey through the Kingdom of Essentia. Based on essence’s bestselling mascara, the character plays a pivotal role in the expanded adventure, now accompanied by a more diverse set of challenges and creative opportunities.
In this new world, players are invited to play an active role in the game’s progression. By earning rewards and customizing their in-game characters, players are encouraged to engage with the community, earning essence coins for upgrades and cosmetic enhancements. This dynamic approach showcases the essence brand’s commitment to values such as equality, openness, and tolerance, making it not only a fun and interactive game but also a platform for social good.
A Brand Experience Like No Other
In today’s fast-paced media world, where attention spans are short, essence leverages Roblox’s immersive platform to create brand experiences that keep communities engaged for hours. Kingdom of Essentia merges brand values, social messages, and product storytelling into a seamless digital experience. This is highlighted by Sebastian Romanus, Director of Social & Digital Brand Experience at cosnova, who states: “Roblox allows us to create brand experiences that captivate communities for minutes, hours, and months.”
Expanding Innovation and Growth
The launch of Kingdom of Essentia represents an innovative move by cosnova, the parent company behind essence and Catrice. As one of the largest cosmetics companies worldwide, cosnova demonstrates its ability to successfully connect with younger audiences through modern platforms such as Roblox, TikTok, and Twitch.
Bülent Özdemir, Global Brand Director of essence, shares: “With Guardians of the Lash Princess, we want to meet young people where they are. We’re excited to infuse brand communication with playful elements and stories that make our community an integral part of the essence universe.”
A Strategic Collaboration
The game was developed by Jung von Matt NERD in partnership with ALFR3D, the tech subsidiary, to ensure the experience was designed with the preferences and expectations of the Roblox community in mind. By aligning itself with the world’s fastest-growing digital platform, essence proves how brands can merge entertainment with meaningful brand messaging.
Conclusion
With the launch of Kingdom of Essentia and Guardians of The Lash Princess, essence is setting a new benchmark for brands seeking to engage with the next generation of consumers. It’s a perfect blend of creativity, social relevance, and innovation, positioning essence at the forefront of the digital revolution in gaming and brand engagement.