Givenchy Beauty launches virtual pop-up on Roblox to celebrate Pride Month

The beauty arm of French fashion house Givenchy is marking Pride Month (June) with a 'Givenchy Pride' pop-up on the virtual gaming platform Roblox.

The pop-up, which launched on 3 June, aims to spotlight different forms of creative expression that promote tolerance and inclusivity.

Throughout this Pride Month, the pop-up will highlight a different virtual content creator every week. Each creator will present an exclusive digital item designed for the occasion and will curate a selection of the platform’s best digital items in Pride colours.

Exclusive items can be won via new challenges every week of the month, and participants will be able to collect rainbow-coloured 4G logos, take a selfie in the custom photobooth and dance on the multicoloured dance floor. They can also go on the Pride-themed podium wearing one of the signature Givenchy Pride pop-up makeup looks.

Inspired by a Givenchy Couture accessory, a virtual version of the Voyou bag, will also be revealed as part of the Givenchy Pride Pop-Up initiative. This will be released in the last week of June.

In 2021 and 2022, Givenchy created NFTs (non-fungible tokens) in support of Pride Month. Last year, it curated an exhibition on Spatial – “the metaverse for cultural events” – showcasing digital artists from the LGBTQIA+ community.

Givenchy is no stranger to Roblox, having also launched various other campaigns within the site, such as the Festive Winter Escape back in December. According to a Roblox survey, 88% of Gen Z say expressing themselves in the metaverse has likely helped them comfortably express themselves in real life.

In 2022, Givenchy became the first luxury beauty brand to enter this universe. It was also the first to launch in Animal Crossing two years earlier. Since Givenchy Beauty House first launched on Roblox, it has had over 11 million visitors.

Givenchy has said that the Pride Month activation “perfectly encapsulates the House’s commitment to more diverse, inclusive beauty”.