Beauty and technology joined forces in a bid to build a safer society. L’Oréal Paris recently took their ‘Stand Up Against Street Harassment Initiative’ to the online gaming platform, Roblox. The move aimed at gaining a reach to a wider audience. This collaboration follows the trend after Rihanna’s Fenty Beauty took over Metaverse some time ago.
As technology continues to be a part of the beauty industry, L’Oréal Paris found a way to boost their community initiative using virtual reality. L’Oréal Paris has integrated its ‘Stand Up Against Street Harassment Initiative’ into the Roblox gaming platform. The brand is essentially expanding its impact by training Roblox users to engage in Livetopia. Livetopia is a roleplaying server within the virtual outlet of Roblox. Through Roblox’s gaming elements, players can actively learn about diverse street harassment situations. They also receive guidance on responding safely in real-life scenarios. This is L’Oréal Paris’ effort to help people learn by utilizing various tools and actions within the game world. The hope is to help people implement the learnings into everyday scenarios.
UNIQUE COLLABORATION
While talking about the unique collaboration, the L’Oréal spokesperson expressed great enthusiasm about the collaboration. The platform has a wide reach to the audience and has previously been a part of such initiatives. Roblox has previously worked with the international NGO Right To Be, which aims to raise awareness and train individuals using the ‘5D’ methodology. The 5 D’s of this methodology are Distract, Delegate, Document, Delay, and Direct. It empowers an individual to intervene when encountering or witnessing street harassment.
Since its inception, the initiative has already trained over two million people through physical and online channels. The move to Roblox aligns with the trend of brands embracing technology like metaverse and gaming spaces in their marketing strategies. Young brands and popular brands like Fenty Beauty and Urban Decay have previously held significant campaigns in Metaverse.
Image courtesy: https://www.loreal.com/en/news/commitments/l-oreal-paris-stand-up-contre-le-harcelement-de-rue-en-lancant-sa-formation-sur-roblox/
Courtesy Link: https://cosmeticsbusiness.com/l-or%C3%A9al-paris-anti-street-harassment-programme-launched-on