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Italian fashion brand Gucci promotes its new signature fragrance, “Gucci Flora Gorgeous Jasmine Eau de Parfum,” on Roblox’s Gucci Town.
The fragrance is the first physical Gucci product to be promoted on Roblox. As gaming and Metaverse industries gain users’ attention worldwide, traditional brands began considering virtual worlds when promoting a product or a collection.
The company introduced a dedicated campaign featuring Miley Cyrus on its virtual billboards. Miley’s avatar is also present at the venue, so players can interact and take photos with the brand’s ambassador. It’s worth noting that the singer is the first celebrity to be featured in Roblox’s Gucci Town.
Gucci Flora’s marketing campaign allows players to participate in games and challenges and even win rewards. Additionally, users can learn more about the fragrance and take part in numerous activities led by Miley Cyrus’s avatar.
Gucci Flora will be in Roblox-based Town for a limited time.
Gucci Town is the brand’s virtual space in Roblox, launched in May. Users can play mini-games, communicate, and discover the story of the fashion house there. The space also includes a virtual store where players can try on and purchase clothes for Roblox avatars.
The company continues its expansion in the Web3 space. Since May, Gucci has started accepting cryptocurrency as a form of payment in its selected U.S. stores. The company recently added ApeCoin payments as an option, making wealthy BAYC-holders its potential clients.
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