Mexico – Haircare brand Sunsilk is using the Roblox gaming platform to educate and empower women in central America. Through an immersive game, Sunsilk City, the company is encouraging women to pursue careers in the male-dominated fields of science, technology, engineering and mathematics (STEM).
On Roblox, users can play Sidewalk Superstars where they put education ahead of household chores, while Blow Them Away lets players use a virtual hairdryer to the destroy the poisonous language typically used against women online. The House of Hair mini-game allows players to try out different styles and experiment with self-expression.
The activities in the game are all designed to combat gender bias and encourage girls to broaden their horizons. Jessica Lakshmi, a Mexico-based bio-pharmaceutical chemist and ardent gamer, hosts the games, providing girls and young women with a real-life role model to inspire them online and offline.
This Roblox activation, which creates an inspiring and educational space for women gamers, demonstrates how businesses can integrate experts and role models into the metaverse, something which we explore in our Accredited Beauty macrotrend.
Strategic opportunity
Beauty companies should not overlook the value of virtual environments in demonstrating their expert-backed qualifications
