Augmented Reality – Roblox Universe Launch

In 2024, Sol de Janeiro launched its first-ever immersive experience, the Sol de Janeiro Universe, on Roblox, marking a groundbreaking step in the brand’s mission to spread self-celebration and connection globally. The activation brought the essence of Sol de Janeiro’s Brazilian-inspired beauty and ethos of self-love to the metaverse, offering an unforgettable journey for users to engage with the brand in a new and interactive way. Over five months, Sol de Janeiro collaborated with Roblox to carefully recreate the vibrant spirit of its signature fragrances, ensuring that the experience was both authentic and immersive. Participants were invited to explore a virtual version of Rio de Janeiro, engaging with the brand’s products while connecting with other users in a fun, community-focused environment. A key feature of the experience was the Compliment Wheel, where users could exchange compliments with fellow participants, promoting positivity and self-confidence. Those who accepted a compliment saw their avatar glow, symbolizing a boost in both spirit and connection. This element helped foster an uplifting atmosphere and encouraged positive interactions within the community. Further reflecting the brand’s mission, the experience also included educational scavenger hunts focused on themes like Sustainability and Brazilian Carnival, timed to coincide with relevant cultural moments in the digital space.
To further amplify the experience, Sol de Janeiro partnered with a number of prominent gaming influencers, including Manny Gutierrez, Brooke Ashley, Kennedy Rose, Tara Moon, and Megan Letter. These influencers played live on Twitch, offering their communities a personal view of the Sol de Janeiro Universe and engaging with their audiences in real time. The Sol de Janeiro Universe became a standout success, positioning the brand as a leader in the beauty space on Roblox and reinforcing its commitment to spreading joy, positivity, and self-expression in both the physical and digital worlds.