Haircare brand amika has launched an immersive virtual experience on gaming platform Roblox in partnership with e-commerce company Obsess.

The amikaverse allows users to learn about the brand while they create and share their own digital hair care products. Users can also engage in challenges such as growing ingredients and making recycled packaging.

Those using the platform will additionally be able to purchase wearable digital items, available for purchase in the Roblox marketplace including amika-patterned accessories for their avatars.

Alongside the virtual experience, amika and Obsess will partner to create a matching web-based store to be launched on the haircare brand’s website later this year.

"Roblox is a natural place for us to continue building our community," said Shannon Otto, senior director of consumer engagement at amika. "The amikaverse is an ideal extension of our brand purpose, and a prime example of how we're meeting our next-gen customers where they are.

She continued: “amika has roots in the salon community and we're a proud friend to the planet—using naturally derived ingredients and PCR packaging is table stakes for us. All of these things come to life in a beautifully immersive way in the amikaverse, and we're excited to partner with Obsess as we build our community on Roblox."

Several other brands have also recently experimented with services on Roblox, including Adidas, which in December last year launched pop-up stores on the gaming platform allowing users to buy user-generated digital clothing and accessories for their avatars.

In September, Walmart launched a virtual experience on Roblox to enable shoppers to discover new products and creators. As part of the experience, creators were able to monetise the sales of their virtual items via Robux, Roblox’s native currency.

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