E.l.f. Cosmetics joined forces with Beekman 1802 to celebrate World Kindness Day with an all-new game within e.l.f.’s Roblox experience, e.l.f. UP!
 
e.l.f. and Beekman 1802 aim to inspire players with immersive gameplay, and, in a nod to Beekman 1802’s hero skincare ingredient of goat milk, there are lots of baby goats. 
 
Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty, said, 
 
“e.l.f. and Beekman 1802 are kindred spirits, united by our kind hearts. In our quest to make the world a kinder place for every eye, lip and face, we’re opening our hearts and our e.l.f. UP! universe to welcome Beekman to join us. World Kindness Day is the perfect occasion to force multiply our kindness.”
 
The e.l.f. UP! update promotes kind-hearted self-expression through a new themed room, a gameplay quest spreading kindness, a collection of UGC items, and a pet baby goat within the game’s Pet Adoption Center. 
 
Players will meet Beekman 1802 founders Josh Kilmer-Purcell and Dr. Brent Ridge as non-playable characters and embark on a quest to find their missing goats. Guided by e.l.f. Beauty’s CMO, Kory Marchisotto, players will search for five hidden goats throughout the experience, performing acts of kindness along the way. 
 
Completing these quests will unlock exclusive, kindness-themed UGC digital fashion and accessory items for players to collect.
 
Brad Farrell, Chief Marketing Officer at Beekman 1802, commented, 
 
“We are thrilled and grateful to be partnering with our friends at e.l.f. this World Kindness Day. As a skin health company with kindness at the core of everything we do, from our Clinically Kind products to our ‘Kindness Krew’ brand ambassadors, we are excited to be expanding into the world of gaming. I love that we came together with our shared values, embracing kindness over competition in our industry to create a unique gaming experience with our signature baby goats to help spread acts of kindness across the Roblox community.”
 
Beekman 1802 founder Dr. Brent Ridge is teaming up with e.l.f.’s Gamer-in-Chief, Anna Bynum, along with e.l.f. gamer squad member Camille Salazar-Hadaway for an exclusive Random Acts of Kindness Twitch livestream on November 13.
 
Tami Bhaumik, vice president of civility and partnerships at Roblox, stated, 
“We see the Roblox community coming together every day to shape digital culture, from the experiences they create to how we express ourselves. It’s amazing to see influential brands come together to release creative experiences on the platform that align with our mission of connecting people with optimism and civility, while reminding the community to be kind to one another in a fun, immersive way.”
 
This e.l.f. & Beekman Roblox experience will begin on World Kindness Day on November 13. Blending beauty and play in a whole new way, this joint in-game moment aims to surprise and delight the community while inspiring the spread of kindness.

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