Gen Z’s virtual self-image: A driving force behind beauty trends and brand hype

14 Nov 2023 --- In the rapidly evolving landscape of digital self-expression, Gen Z is turning toward immersive virtual spaces to experiment with beauty and engage with brands. Video game developer Roblox recently released its “2023 Digital Expression, Fashion & Beauty Trends Report,” which dives into this cultural shift, exploring how dynamic avatars are leveraged to enhance brand recognition and even encourage mental well-being.

Out of 1,545 Gen Z members in the US and UK surveyed, 56% prioritize styling their avatars over their physical selves in immersive platforms like Roblox. For the 22 to 26 age group, this figure rises to 64%. The survey reveals that 84% of Gen Z find digital fashion important, with 85% noting its growing significance over the past year.

“This year, we are looking deeper into the full spectrum of self-expression through digital identity, avatars and fashion — from the psychology behind creating an avatar look and beauty considerations to the impact of authentic self-expression on the physical style trends, purchasing decisions, and even mental well-being,” says Christina Wootton, chief partnership officer at Roblox.

The company’s chief product officer, Manuel Bronstein, adds: “Every so often, there’s a generational shift guiding how people connect, and one is happening right now with immersive 3D simulation and communication. Data from this report shows that digital identity and avatar style are increasingly impactful in people’s daily lives.”

Makeup and cosmetics drive expression
Avatar makeup — in which a brands’ makeup palette or lipstick can be digitally applied to the faces of virtual playable characters — is gaining traction, with brands like Fenty Beauty, Maybelline, NARS, Givenchy Beauty, NYX and L’Oreal transferring their products into the metaverse.

The trend has also generated engagement from prominent skin care brands. At this year’s Decentraland Metaverse Fashion Week, Estée Lauder became the exclusive beauty brand participating in the event, where it partnered with the artist Alex Box to create an original NFT wearable inspired by the brand’s serum, Advanced Night Repair.(Image credits: Roblox).      

The Roblox survey reports that 35% find daily or weekly avatar makeup customization important, rising to 51% among self-identifying females. 

“Users purchased more than 139 million hairstyles, up 20% over the year before, including more than 7.3 million people who bought five or more hairstyles on Roblox,” shares the company.

Additionally, hairstyles, emotes and fantastical auras are becoming avenues for creative expression.

Digital extension of style
Gen Z’s interest in the metaverse fashion scene concerns personal expression and brand recognition. 

“For Gen Z, we learn that there is a symbiotic relationship between digital and physical fashion. The report shows that users and designers don’t silo how they think about fashion, but inspiration from each space influences how they dress. We also learn how important digital fashion is for Gen Z users’ mental well-being and self-expression,” comments Ben Barry, PhD dean, associate professor of Equity & Inclusion, School of Fashion at The New School’s Parsons School of Design.

“Having the agency select their avatar’s body, hair color and texture, skin color, makeup, clothing style and mood to represent them best has a critical role. Whether it’s a safe space to play with fashion or carry over their style from the physical world, digital fashion is critical for Gen Z to explore, express and expand who they are.”

In a survey asking whether Gen Z would try or wear a popular brand item in real life after trying it on their avatars, 84% said that they were at least “somewhat” likely and 50% said it was “very/extremely” likely.

The report uncovers the willingness of Gen Zers to invest digitally, especially if it’s exclusive. Fifty-two percent are comfortable budgeting up to US$10 monthly, with 19% willing to spend up to US$20 and 18% open to a monthly expenditure of US$50 to 100.

ELF spearheads inclusivity in the digital realm
Digital beauty has also offered a new mode of connecting with consumers on social causes. In recent activities, ELF Cosmetics and ELF Skin have unveiled a cosmetic experience on Roblox called ELF Up! This immersive venture takes users on personalized journeys, fostering entrepreneurship and social awareness among the community. (Image credits: Roblox).  

With the “combined gamified financial literacy and self-expression,” ELF’s virtual space was created for users to “cultivate essential life skills while making a positive impact.”

“Our community has been asking us to be on Roblox,” says Kory Marchisotto, CMO at ELF Beauty. “It’s part of our journey to disrupt norms, shape culture and connect communities through positivity, inclusivity and accessibility.”

“We did it first on TikTok with ELF Yeah, then on Twitch with ELF You, and ELF Up! on Roblox will be no different. This time, we can create an experience where our community can follow their entrepreneurial dreams and empower the next generation of changemakers who flourish in these digital economies.”

ELF Up! draws inspiration from the World Economic Forum’s 2023 Future of Jobs Report, emphasizing the importance of creative thinking, analytical skills and coding in the contemporary workplace. The experience taps into the growing entrepreneurial spirit of Gen Z, with 62% expressing current or future entrepreneurial intentions, as highlighted by a recent study by BazaarVoice.

ELF Up! was built on the insight that “88% of Gen Z say expressing themselves in immersive spaces has likely helped them comfortably express themselves in the physical world,” outlines the Roblox report.ELF launches its first-ever experience on Roblox (Image credits: ELF Beauty). 

User-generated content and holy grail products
Developed by Supersocial, ELF Up! introduces distinctive elements such as Big Mood (a recording studio and karaoke bar), Holy Hydration! (an underwater sea life charity and animal rescue), Halo Glow (a crystal cave jewelry and art gallery) and Power Grip (an extreme climbing gym and tech startup) on Roblox. With “advanced visuals and immersive elements,” ELF distinguishes itself within the platform. 

Future developments will include a pet adoption center, new game mechanics, multi-lingual support and areas inspired by upcoming products and launches.

ELF will also give away over one million user-generated content items within the ELF Up! experience. Users can earn accessories inspired by ELF’s Holy Grail products, adding a touch of personalization to their avatars.

“Since ELF entered into the gaming community, they have always led with purpose on making the space a better, safer and more uplifting place for all types of gamers, no matter their gender or background,” comments Brad Timmins, founder and CEO of eGEN, a gaming and esports agency. 

“This next chapter in the ‘ELFaverse’ will continue to be a magical world to inform, uplift, empower and support gamers and the next generation of entrepreneurs.”

Authenticity: Driver for well-being
Furthermore, the Roblox report reveals that 40% of Gen Z feel presenting their authentic selves in the metaverse is easier than in the physical world. This authenticity positively impacts mental well-being, with 88% stating that expressing themselves in immersive spaces has likely helped them in the physical world.

Forty-nine percent feel creative, and 45% feel happy when customizing new avatars. Forty-two percent feel stylish and unique, while 38% feel confident and 37% feel cool. 

“Twice as many respondents believe they are judged less on their looks in the metaverse than in the physical world, and respondents were 2.2 times more likely to say that expressing themselves in immersive spaces via their avatar feels better (‘more me’) than posting 2D photos from the physical world on social media,” shares Roblox.

In other Gen Z-centered consumer research, adopting TikTok has amplified their preference for authentic beauty product communications versus highly stylized ones.

By Venya Patel