Dolce & Gabbana introduces its fragrances to Gen Z with Roblox launch

Dolce & Gabbana is diving into the Metaverse with the launch of Light Blue Island on Roblox as it introduces its newest Light Blue fragrances to the gaming-savvy Gen Z audience.

Set against a digitally rendered backdrop of the iconic island of Capri - long associated with the Light Blue campaigns - the immersive Roblox experience allows users to explore, play, and interact with the sensory world of Dolce & Gabbana in a whole new way.

With Roblox attracting over 97.8 million daily active users, many of them Gen Z, the brand is tapping into a powerful platform to build deeper emotional and experiential connections.

Players begin their journey with a series of missions guiding them through the island’s most picturesque locations, from the Faraglioni rocks to lush gardens and grand villas. Along the way, they’ll collect key fragrance ingredients hidden throughout the environment to recreate the formulas behind the four new Light Blue and Light Blue Capri In Love scents.

Available now at Dolce & Gabbana Light Blue Island on Roblox, the game is part of a growing movement of beauty brands reimagining fragrance discovery for the digital-first consumer. By blending storytelling, gaming, and the sensory world of scent, Dolce & Gabbana is positioning itself at the intersection of tradition and innovation.

Givenchy Parfums was one of the first when it launched Givenchy's Beauty House in June 2022. This was followed by Urban Decay in May 2023 and Lottie London in June 2023. Superdrug joined in, developing a game on the Metaverse in May 2024.