L’Oréal South Africa expands into Roblox with three beauty brands

L’Oréal South Africa is expanding its digital strategy with the launch of immersive experiences on Roblox, bringing together Maybelline New York, Garnier and CeraVe on the gaming platform.

The initiative makes L’Oréal South Africa one of the first beauty groups in the region to activate multiple leading brands simultaneously within Roblox. The experiences are aimed at Gen Z and Gen Alpha audiences, focusing on storytelling, education, entertainment and participation rather than traditional advertising.

Developed in partnership with ReachPlayers, the activations integrate beauty and skincare into gameplay, creating interactive experiences designed to engage players while reflecting each brand’s identity.

Three brands, one digital strategy

L’Oréal South Africa says the initiative forms part of a broader strategy to explore new ways of engaging digitally connected consumers.

The three participating brands each offer a different experience within Roblox:

• Maybelline New York transforms exam stress into a confidence-focused gameplay experience centred around the FIT ME range.
• Garnier introduces an interactive Pure Active Pimple Patch challenge inspired by the experience of an unexpected breakout.
• CeraVe focuses on educational skincare experiences centred on skin health, acne prevention and dermatologist-backed routines.

Together, the activations position gaming as a platform for beauty education, self-expression and consumer engagement.

Partnership drives the project

The initiative was developed through a partnership between L’Oréal South Africa and ReachPlayers.

According to the companies, the activations combine gameplay with product integration so that brands become part of the gaming experience rather than interrupting it.

“We are incredibly proud to partner with L’Oréal South Africa on this groundbreaking initiative,” said Michael Anav, CEO of ReachPlayers.

“What makes this collaboration so exciting is L’Oréal South Africa’s willingness to innovate boldly and embrace entirely new ways of connecting with younger audiences. Together, we are creating experiences that feel native to the gaming environment while still delivering meaningful brand storytelling, education, and engagement.”

Melissa Signor, Digital & Advertising Manager, CDMO Team, L’Oréal South Africa, said the partnership focused on collaboration from the outset.

“From the get go with ReachPlayers, they’ve truly taken on a partnership role where they’ve tried to understand the brand, the vision and really co-create our campaigns with us. They have spent a lot of time and close attention to detail in getting things right. They are really agile in how they work with the team, and getting to understand what your business objectives are. It’s a no-brainer decision.”

Beauty meets interactive experiences

As Roblox continues to attract younger audiences, L’Oréal South Africa is using the platform to explore new approaches to beauty marketing centred on culture, community and interactive experiences.

The company says the experiences were designed to make beauty education, confidence and self-expression more accessible through digital technology while reflecting the individual identity of each participating brand.

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