THE WHAT? Essence has made its debut on Roblox with its first sport, Coloration dare by Essence. The sport is described as a ‘dream-like world the place kindness is a necessary instrument’.

THE DETAILS Developed in collaboration with world digital company DEPT®, Coloration dare by Essence revolves across the themes of identification and variety and displays the model’s mission to make magnificence enjoyable. Gamers create a colourful, numerous world utilizing individualized avatars with the assistance of the primary character, Lash Princess. Launched to coincide with Delight month, the sport challenges gamers to win a donation to 2 charities chosen by Essence and LGBTQIA+ company, The Mixx.

THE WHY? The Cosnova-owned model’s entrance into Roblox follows a profitable Twitch cosplay contest and displays the corporate’s continued dedication to supporting the gaming neighborhood by means of immersive experiences. Thorsten Mühl, Chief Digital Advertising & Expertise Workplace (CXO), Cosnova, explains, “The gaming panorama has change into an integral a part of Essence’s digital presence, and the foray into Roblox represents a strategic transfer to boost the model’s attain and join with a various viewers whereas elevating consciousness of necessary social points.”