Givenchy Beauty launches virtual pop-up on Roblox to celebrate Pride Month
Givenchy's beauty division is celebrating Pride Month this June with a special 'Givenchy Pride' pop-up on the virtual gaming platform Roblox. Launched on June 3rd, this initiative aims to shine a light on various forms of creative expression that champion tolerance and inclusivity.
Throughout Pride Month, the pop-up will feature a different virtual content creator each week. These creators will unveil exclusive digital items crafted specifically for the occasion and will curate a selection of Roblox's top digital items in Pride colours.
Participants can win exclusive items through new challenges every week, and they'll have the opportunity to gather rainbow-colored 4G logos, snap a selfie in the custom photo booth, and groove on the vibrant dance floor. Additionally, they can strut their stuff on the Pride-themed podium sporting one of Givenchy's signature Pride pop-up makeup looks.
As a nod to Givenchy Couture, a virtual rendition of the Voyou bag will be introduced during the last week of June as part of the Givenchy Pride Pop-Up initiative.
Givenchy has a history of supporting Pride Month, previously creating NFTs in 2021 and 2022. Last year, it hosted an exhibition on Spatial, a metaverse for cultural events, featuring digital artists from the LGBTQIA+ community.
This isn't Givenchy's first foray into Roblox; it has previously launched campaigns like the Festive Winter Escape in December. A Roblox survey revealed that 88% of Gen Z individuals believe that expressing themselves in the metaverse has helped them feel more comfortable expressing themselves in real life.
In 2022, Givenchy made headlines by becoming the first luxury beauty brand to venture into Roblox. Two years earlier, it made waves as the first brand to launch in Animal Crossing. Since its debut on Roblox, Givenchy Beauty House has welcomed over 11 million visitors.
Givenchy views this Pride Month activation as a reflection of its commitment to fostering a more diverse and inclusive beauty landscape.
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