Jung von Matt/Nerd: How beauty brand Essence is getting gamers excited about cosmetics via Roblox

Gamers rarely see the light of day and therefore don't care much about their appearance—at least that's the stereotype. Nevertheless, Cosnova has succeeded in exploiting the virtual gaming platform Roblox as a high-reach communications platform for its Essence Cosmetics brand. Together with Jung von Matt/Nerd, the company aims to significantly grow its gaming presence—all the way to Gamescom.

The step into the playful metaverse is not so surprising for the Consova brand Essence; after all, the label is primarily intended