Brooklyn-based, B Corp-certified hair care brand Amika has launched its first immersive virtual experience, "the Amikaverse," on Roblox in partnership with experiential e-commerce company Obsess.

Do you want to get the latest gaming industry news straight to your inbox? Sign up for our daily and weekly newsletters here. Amika is a hair care brand that is launching its Amikaverse brand experience on Roblox today.Ecommerce builder Obsess helped create the Amikaverse along with Brooklyn, New York-based Amika to create a first-of-its-kind experience for a premium U.S.-based hair care brand. This immersive virtual venture aims to foster community engagement and self-expression among its users.Targeted at women, the Amikaverse on Roblox serves as an extension of Amika’s commitment to inclusivity, responsibility, and sustainability, embodying the brand’s core values. Roblox itself is happy to draw this kind of brand to its platform.“Hair customization and curation is more popular than ever on Roblox, and our research shows that avatar hair is the second most important element for 67% of Gen Z consumers to customize on a daily or weekly basis,” said Justine Higueras, head of beauty, CPG and QSR at Roblox, in a statement. “The opportunity for hair brands is massive on Roblox where over 70 million people connect and communicate daily – nearly half of them Gen Z – and it’s great to see experiences like Amika’s that lean into the creativity of the Roblox community and the power of digital self-expression.” Named after the Esperanto word for “friend,” Amika invites users to explore a virtual world where they can learn about the brand, play unique games, create virtual hair care products, and interact with characters in the Amikaverse environment, said Kelley Martin, senior vice president of marketing at Amika, in an interview with GamesBeat. “We stand for friendship

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