# Digital Haircare Activations Amika's Roblox Debut Invites Players into the 'Amikaverse' By Ell Smith | Published 2024-01-18 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/amikas-roblox-debut References: [obsessar](https://obsessar.com/blog-amika-on-roblox/) & [loveamika](https://www.loveamika.co.uk/?gad_source=1&gclid=Cj0KCQiAtaOtBhCwARIsAN_x-3LSg4JFwj3lRzlW_OfoZx00sqVgK4AVsU-LvA-YLMcrUK2b15NaKvgaAnYsEALw_wcB&gclsrc=aw.ds)  [Amika's](https://www.trendhunter.com/trends/amika-joins-4ocean) [Roblox](https://www.trendhunter.com/trends/bayside-high-school) debut marks a virtual milestone for the brand, introducing a groundbreaking venture into the 'amikaverse' and reshaping audience engagement. In this virtual realm, players become immersed in a unique brand experience, learning about products, crafting their digital items, and partaking in exclusive challenges and games. Players select a 'bestie' character to serve as their guide and digital hairstylist, leading them through a personalized adventure that unveils various aspects of the brand. Notably, the game champions inclusion and diversity by exposing users to a diverse range of hair types, partly due to Amika's deep understanding of how “hair customization and curation is more popular than ever on Roblox, and [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](https://www.trendhunter.com/trends/chef-robotics-cpg-line) and QSR at Roblox. This innovative approach not only fosters brand awareness but also turns the experience into a dynamic, make-your-own-adventure journey. The digital items within the game are available for purchase, presenting a new revenue stream for Amika. This pioneering move exemplifies how brands can draw inspiration from adjacent industries, offering a fresh and exciting way to captivate users in the digital landscape. Image Credit: Amika ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 43% | Activity: 67% | Freshness: 20% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Games](https://www.trendhunter.com/games) ## Key Themes ### What Makes This Trend Stand Out - **Virtual Brand Experiences:** Amika's Roblox debut introduces a groundbreaking venture into the 'amikaverse' and reshapes audience engagement. - **Dynamic, Personalized Journey:** Players select a 'bestie' character to serve as their guide and digital hairstylist, leading them through a personalized adventure that unveils various aspects of the brand. - **Digital Item Commerce:** The digital items within the game are available for purchase, presenting a new revenue stream for Amika. ### Sectors Adopting This - **Beauty and Personal Care:** Amika's virtual brand experience in Roblox showcases how the beauty industry can leverage immersive digital platforms to engage with consumers. - **Gaming:** Amika's Roblox debut exemplifies how the gaming industry can collaborate with brands to create interactive experiences and expand revenue streams. - **E-commerce:** Amika's introduction of digital item commerce within the Roblox game highlights how e-commerce can extend beyond traditional platforms and tap into virtual realms. ## Related on Trend Hunter - [Virtual Beauty School Experiences](https://www.trendhunter.com/trends/bayside-high-school.md) - [Hair-Focused Gaming Initiatives](https://www.trendhunter.com/trends/dark-and-lovely.md) - [Shoppable Beauty Metaverses](https://www.trendhunter.com/trends/fenty-beauty-experience.md) - [In-Game Beauty Experiences](https://www.trendhunter.com/trends/elf-beauty-and-roblox.md) - [Tycoon-Style Beauty Games](https://www.trendhunter.com/trends/elf-cosmetics-2.md) - [Makeup-Focused Metaverse Worlds](https://www.trendhunter.com/trends/nyx-professional-makeup-1.md) - [Kindness-Boosting Beauty Metaverses](https://www.trendhunter.com/trends/color-dare-by-essence.md) - [Virtual Personal Care Metaverses](https://www.trendhunter.com/trends/superdrug-2.md) - [Wintry Beauty Metaverses](https://www.trendhunter.com/trends/kingdom-of-essentia.md)