KIKO Milano enters the world of Roblox
KIKO MILANO has officially entered the gaming world on Roblox by launching “KIKO’s Beauty Realm”, an immersive experience designed specifically to engage the new generations. The goal is clear: to win over Gen Z and Gen Alpha by creating a unique digital interaction that combines gaming, skincare, and integrated e-commerce opportunities.
The experience launched in the Roblox metaverse was created in collaboration with Dentsu Gaming and atopos, two leading players in the digital marketing and advertising sectors. This partnership highlights how the beauty industry is evolving toward increasingly innovative and immersive forms of communication, moving beyond traditional online presence.
KIKO’s Beauty Realm is a virtual world that combines playful elements and commercial opportunities: users can participate in mini-games, customize their avatars, discover skincare products, and make purchases within the Robloxuniverse. It’s a proposal that blends engagement, entertainment, and functionality, encouraging proactive interactions and an emotional connection with the brand.
The project is not just a simple virtual showcase; it is a dynamic hub where gamification becomes a tool for building a relationship between brand and consumer. Gen Z and Gen Alpha – born with smartphones, consoles, and social media – are prime targets for contemporary marketing, and reaching them requires innovative approaches that integrate gaming, content, and discovery in a single digital space.
From the user’s perspective, KIKO’s Beauty Realm offers well-designed graphics and thematic environments dedicated to different steps in a beauty routine, with areas to explore and activities to complete. The e-commerce component is seamless: as users play and discover what could become their favorite products, they can showcase them directly – in their avatar or within their experience – and make purchases easily, without interrupting their gaming flow.
Strategically, this move is part of an increasingly marked trend: beauty brands are investing in metaverses and interactive entertainment platforms to create experiential narratives and facilitate new-generation digital storytelling. In this sense, KIKO MILANO is leading the way by leveraging the potential of Roblox, which has millions of daily users and offers a highly engaged young community.
Marketing experts see this initiative as a clear evolution of the relationship between product and consumer, going beyond virtual sampling or purchases: it’s a smooth experience, with no interruption between discovery, interaction, and conversion. KIKO MILANO believes that through this virtual realm, consumers will develop a more authentic and ongoing relationship with its products.
The educational aspect also plays a significant role: the integrated mini-games allow users to learn the principles of skincare in a fun way – from morning routines to ingredient knowledge – making the community more aware and engaged.
In summary, KIKO’s Beauty Realm on Roblox represents a significant evolution for KIKO MILANO: no longer just a static brand, but a dynamic experience, active and immersive; no longer a simple product display, but an interactive journey through games, learning, and shopping. A decisive step in rethinking how a beauty brand can engage with new generations: with creativity, technology, and a gaming-friendly language capable of transforming marketing into captivating entertainment.
The operation confirms the growing attention of beauty brands toward immersive solutions integrated with e-commerce, the trend of focusing on platforms where Gen Z and Gen Alpha already live and socialize, and the strategic use of the metaverse as a commercial and communicative experimentation ground.
The debut on Roblox not only strengthens the innovative identity of the brand but also positions it as one of the pioneers in the world of virtual beauty, with a forward-looking approach and a strong focus on engaging the younger audience.
