Givenchy Beauty celebrates Pride Month with colorful Roblox Makeover

To mark this Pride Month, Givenchy Beauty is transforming its Givenchy Beauty House experience on Roblox with a colorful Pride makeover, celebrating love, acceptance and diversity. This initiative makes Givenchy the first luxury beauty brand to honor Pride on Roblox and spotlight creative youth. The brand has collaborated with Like Fire, a creative studio focused on cultural activations, and The Gang, a full-service gaming studio, to build this immersive experience.

The redesigned virtual space features rainbows, flags and an interactive pop-up area with curated collections of UGCs (user-generated content) – wearable items designed by creators on the platform. The experience also includes a makeup station with new, vibrant makeup looks and a selfie area set against a giant rainbow backdrop. Virtual beauty fans can take photos of their new Pride makeup looks and outfits in this festive setting.


Throughout June, players will be invited to join the celebration and take part in weekly quests designed to highlight the creativity and diversity of the LGBTQ+ community. Participants have a chance to win exclusive Pride UGC items. The Gang also redesigned the dance floor and added new, original music from Like Fire, enhancing the atmosphere and creating a joyful Pride celebration.

In support of the Roblox community, talented designers* affiliated with the LGBTQ+ community will showcase their works in the pop-up every week. Players can view and try out these unique creations, designed with love and passion, and show their solidarity by proudly parading on the redesigned catwalk.

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A new virtual item inspired by the iconic Givenchy Couture accessory, the Voyou bag, will be unveiled as part of the Givenchy Pride Pop-Up initiative. This virtual version of the it-bag will be available in the last week of June.

This colorful update follows the success of Givenchy Beauty’s ‘Festive Winter Escape’, an immersive experience that allowed players to explore a winter wonderland and test drive a collection of limited-edition beauty items for the holiday season. The campaign is part of a broader commitment by Givenchy Beauty and its parent company, LVMH, to support LGBTQ+ charities. In 2022, Givenchy Parfums teamed up with Like Fire to create digital artworks in collaboration with the artist collective Rewind and Amar Singh, a London gallery owner, with profits donated to the Le MAG Jeunes association.


Aida Andersson, Head of Business Development at The Gang, said: “The Pride update for Givenchy Beauty House on Roblox demonstrates LVMH Fragrance Brand’s commitment to delivering a premium experience for its consumers. Building on the success of previous conceptual releases, this rewarding collaboration delivers a meaningful message and celebrates the diversity of identities within the beauty and LGBTQ+ communities. This initiative sets a new standard for the platform and strives to uplift, empower and enlighten a community that is often underrepresented in immersive worlds.”

Ludovic Houdré, Managing Director at Like Fire, added: “We acquired Roblox two years ago with Givenchy Beauty to provide a meaningful beauty space for Gen Z. For players, this is often the first point of contact with the brand through a virtual makeover. -up or item. It made sense to provide a platform of celebration and inclusivity during Roblox for Pride Month, offering a new global experience, from mini-games to an exclusive dance floor and soundtrack.”

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