#43: Estée Lauder Companies Launches Beauty Incubator Initiative

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In This Article

Around the Block…

• AR / VR: Keebler, Lancôme

• Gaming: NASCAR

• Roblox: Six Flags, Danone, e.l.f Cosmetics, Wimbledon, Vans, Club Brugge, Adidas

• Misc.: Estée Lauder, Nike / RTFKT

Chain Reactions!

• Brands Calling on Creators & Changemakers!

Around the Block…

AR / VR

• Keebler: Creates AR Hunt Game Featuring Despicable Me 4

  • The cookie brand created the web-based AR game in partnership with Groove Jones and Advantage Unified Commerce. In the game, players must navigate their surroundings to find four Fudge Stripe cookies. Once complete, locate the Fudge Stripe cookie package for an option to enter sweepstakes for movie-related prizes.

  • Source: Keebler’s Open for Magic / Groove Jones / PR Newswire (Ferrero)

• Lancôme: Launches Brand’s First Activation on Apple’s Vision Pro

  • Lancôme and Wilkins Avenue AR created an immersive experience where users can step into the world of ‘Domaine de la Rose’ and explore products through Vision Pro.

  • Source: LinkedIn (Wilkins Avenue AR)

Gaming

• NASCAR: Enters Fortnite with Track in Rocket Racing Series

  • NASCAR made its first entry into the popular gaming franchise by integrating into the popular Rocket Racing series. Players can race the ‘Chicago Street Race’ by participating in solo time trials or competing in multi-player mode.

  • Source: Fortnite (NASCAR - Chicago Street Race) / The Race

Roblox

• Six Flags: Launches Virtual Theme Park In Roblox

  • Six Flags created a Roblox experience in partnership with Digital Twin Studios. The virtual space includes rides, food stands, and events like ‘Fright Fest Summer Edition.’ Visitors can also shop for wearable items and earn collectibles.

  • Source: Roblox (Six Flags) / BusinessWire (Six Flags)

• Danone: Enters Roblox with ‘Danimals Adventure World’

  • The Danimals yogurt brand has launched its Roblox experience in partnership with YouTube channel and Roblox studio Pixel Playground. Players can complete in-game achievements and collect free wearable UGC items weekly.

  • Source: Roblox (Danimals Adventure World)

• e.l.f Cosmetics: Selling Physical Products Fulfilled by Walmart

  • e.l.f has introduced the ability to buy select physical products through their virtual ‘e.l.f UP!’ experience. When entering their experience, visitors can check out the ‘IRL Catalog’ where four physical items are for sale - ranging from $8 to $35 - and paired with complementary virtual UGC avatar items. Physical products are fulfilled by Walmart, which was the first brand to launch IRL purchases in Roblox.

  • Source: Roblox (e.l.f UP!) / LinkedIn (Cory Marchisotto)

• Wimbledon: Refreshes Experience & Integrates Partner Brands

  • Wimbledon has partnered with production studio The Gang to refresh its Roblox experience. The update aligns with the annual tournament, which is currently taking place IRL. The new experience includes updated mechanics for its tennis game and the integration of the Emirates brand in a sponsored tournament mode. The shop has also been updated with Ralph Lauren digital products and wearable UGC for claim.

  • Source: Roblox (WimbledonWorld Tennis) / LinkedIn (The Gang)

• Vans: Refreshes Roblox Experience with ’Vans World 2.0’

  • Vans, who originally entered Roblox in September 2021, refreshed their experience and dubbed it ‘Vans World 2.0’. As one of the earliest brands on the platform, Vans has amassed over 111 million visitors to their virtual space. The refresh showcases the new ‘Mixxa’ shoe - which will be soon released in real life.

  • Source: Roblox (Vans World 2.0) / LinkedIn (The Gang)

• Club Brugge: Unveils New Away Kit with Roblox Fan Experience

  • The Belgian soccer club created a dedicated Roblox experience to reveal the team’s new away jersey before showcasing it elsewhere. Visitors to the experience could collect the free jersey and hang out with other fans.

  • Source: Roblox (Club Brugge Away Shirt Launch) / Club Brugge

• Adidas: Makes New Man. United Kit Available in Roblox

  • Fans of the Manchester United soccer club can outfit their avatars in the team’s latest home jersey by visiting ‘adidas Outfit Creator’ Roblox experience. The jersey and other virtual team items are available for sale and can be used across all Roblox games.

  • Source: Roblox (adidas Outfit Creator) /

    Manchester United

Misc.

• Estée Lauder: Launches Incubator for Beauty Changemakers

  • Estée Lauder Companies’ ‘New Incubation Ventures’ has announced the launch of ‘The Catalysts’ incubator program to find new beauty changemakers and visionaries. The program is rewarding up to $500K in funding for innovative concepts and is accepting applications until August 4th. The program is also supported by TikTok to help judge submissions and amplify creator stories.

  • Source: The Catalysts / Estée Lauder

• Nike / RTFKT: Hosting Dunk Genesis Creator Challenge

  • RTFKT is hosting a public contest for its RTFKT x Nike Dunk Genesis shoe. Creators are tasked with creating a concept design for ‘Mod’ add-on accessories or a full customization of the sneaker. Designers can download 3D files to customize and can provide submissions in 2D or 3D until July 15th. First, second, and third-place winners will receive various editions of the sneakers.

  • Source: RTFKT

Chain Reactions!

• Brands Calling on Creators & Changemakers!

  • Estée Lauder Companies and RTFKT x Nike revealed exciting initiatives that help expose and amplify creators.

  • Although incubators and contests are nothing new, I believe we will continue to see growth in this space as brands aim to bring people closer to their ethos and create deeper relationships through co-creation.

  • Estée Lauder Companies has been actively making investments in the innovation space this year - including investing in blockchain-powered beauty brand KIKI World and partnering with Microsoft on an AI Innovation lab.

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