To mark this Pride Month, Givenchy Beauty is transforming its Givenchy Beauty House experience on Roblox with a colourful Pride makeover, celebrating love, acceptance, and diversity. This initiative makes Givenchy the first luxury beauty brand to honour Pride on Roblox, highlighting the creative youth. The brand has collaborated with Like Fire, a creative studio dedicated to cultural activations, and The Gang, a full-service gaming studio, to build this immersive experience.
The reimagined virtual space features rainbows, flags, and an interactive pop-up area showcasing curated collections of UGCs (user-generated content) – wearable items designed by creators on the platform. The experience also includes a makeup station with new vibrant makeup looks and a selfie area set against a giant rainbow backdrop. Virtual beauty fans can capture photos of their new Pride party makeup looks and outfits in this celebratory setting.
Throughout June, players are invited to join the party, engaging in weekly quests designed to highlight the creativity and diversity of the LGBTQ+ community. Participants have the chance to win exclusive Pride UGC items. The Gang has also redesigned the dance floor and added new original music from Like Fire, enhancing the atmosphere and creating a joyous Pride celebration.
Supporting the Roblox community, talented designers* affiliated with the LGBTQ+ community will have their works displayed in the pop-up each week. Players can browse and try on these unique creations, designed with love and passion, and show solidarity by strutting with pride on the revamped runway.
A new virtual item, inspired by the iconic Givenchy Couture accessory, the Voyou bag, will be revealed as part of the Givenchy Pride Pop-Up initiative. This virtual version of the it-bag will be available in the last week of June.
This colourful update follows the success of Givenchy Beauty’s ‘Festive Winter Escape’, an immersive experience that allowed players to explore a winter wonderland and test a limited-edition collection of beauty items for the holiday season. The campaign is part of Givenchy Beauty and its parent company, LVMH’s, broader commitment to supporting LGBTQ+ charities. In 2022, Givenchy Parfums collaborated with Like Fire to create digital artwork in partnership with the Rewind artist collective and Amar Singh, a London gallery owner, with profits donated to the Le MAG Jeunes association.
Aida Andersson, Head of Business Development at The Gang, said: “The Pride update to Givenchy Beauty House on Roblox showcases LVMH Fragrance Brand’s dedication to delivering a premium experience for its consumers. Building on the success of previous conceptual releases, this rewarding collaboration conveys a meaningful message and celebrates the diversity of identities within the beauty and LGBTQ+ communities. This initiative sets a new standard for the platform, striving to uplift, amplify, and illuminate a community often underrepresented in immersive worlds.”
Ludovic Houdré, Managing Director at Like Fire, added: “We took over Roblox two years ago with Givenchy Beauty to provide a meaningful beauty space for Gen Z. For players, it’s often the first point of contact with the brand through a virtual makeup or item. It was natural to offer a platform of celebration and inclusivity on Roblox for Pride Month, providing a new global experience from mini games to an exclusive dancefloor and soundtrack.”
