The internet has become more exciting than ever—but not for the reasons marketers expect. Gen Z doesn't just browse the web anymore; they live in it. They socialize, shop, and learn inside immersive worlds, spending more time on Roblox than on TikTok and Instagram combined. For brands, this represents a fundamental shift: from social media feeds to immersive social spaces, from storytelling to story-living, from passive audiences to loyal communities.

This talk explores the transformation underway—and how beauty brand essence seized the opportunity. Partnering with Jung von Matt NERD, essence launched Kingdom of Essentia, a tycoon-style Roblox world that turned Gen Z's 3+ daily gaming hours into brand engagement. The data tells the story: 20.8M visits since launch, 811K monthly active users, 12-minute average sessions, and over 300 years of cumulative playtime with the brand—all achieved organically in just over a year. The experience became the #1 beauty brand world on Roblox and the platform's fastest-growing branded experience in August 2025.

Drawing on behavioral insights of Gen Z, the session unpacks how essence embedded brand values—positivity, inclusivity, creativity—directly into gameplay through seasonal events, viral UGC drops, and authentic creator content. You'll see how a Shopify integration bridged virtual and physical commerce, letting players purchase real essence products and instantly unlock matching in-game cosmetics. This is about how a traditional advertising's 15% reach problem turns into a 96% approval rating.

A blueprint for building communities where Gen Z already gathers—not interrupting them, but inviting them to play.

#roblox #lashprincess #essen