Cosmetics brands in gaming: A conversation with essence cosmetics
28
4:00 PM - 4:45 PM
essence cosmetics. L’Oréal. Sol de Janeiro.
The world’s top cosmetics brands are entering gaming and virtual worlds, like Roblox and Fortnite.
With over 100+ years of Gen Z engagement, a 96% approval rating, and 124k community members, essence cosmetics’ Kingdom of Essentia on Roblox is a prime example of how to do it right.
In this live webinar, you’ll hear directly from the brand, developer, and data team behind the experience. They’ll share:
- How to use data to build a brand world players genuinely love.
- Seasonal updates and virtual item strategies that keep fans coming back.
- Why a persistent virtual world presence made sense amidst the rise of integrations.
- How to champion brand values that resonate authentically with Gen Z.
PLUS, attendees will get full, early access to our latest report, 2025 Cosmetics Brands in Gaming.
Reserve your spot right here. 👇
Speakers
Charles Hambro
CEO & Co-Founder at GEEIQ
Charles Hambro is CEO and Co-Founder of GEEIQ, pronounced 'geek'. GEEIQ is a London-based data platform, team of experts and insights provider that's fuelling success for brands such as Walmart, L'Oréal, H&M and even Elton John in gaming and virtual worlds. In 2023, Charles was named one of Vogue Business' 100 Innovators for his pioneering role in transitioning gaming platforms into full-funnel marketing channels for brands. His mission is to put insights at the heart of brand strategies in this space, while painting a data-centric picture of the wider, fragmented landscape of virtual worlds for brands. Prior to GEEIQ, he co-founded the media publication Gentleman’s Journal.
Sara Apaza
Digital Brand Experience Manager (Gaming & Youth) at Cosnova
Sara Apaza specializes in immersive digital storytelling and gaming brand engagement. She leads the development of The Kingdom of Essentia on Roblox and essence's Twitch activations, connecting beauty with Gen Z and Alpha through gaming and cosplay content.
With a background in VFX production for the Emmy-nominated House of the Dragon and Marvel’s Ant-Man: Quantumania, as well as marketing roles at Nintendo of Europe, Sara blends her expertise in gaming, entertainment, and marketing strategy. Passionate about connecting brands with digital culture, she helps traditional industries embrace gamification, interactive storytelling, and community-driven engagement.
Thanh Dao
Managing Director & Partner at Jung von Matt NERD
Thanh Dao has spent years working with some of the world’s biggest brands, creating gamification concepts and developing games that connect with audiences in meaningful ways. Thanh leads strategies that merge creativity, technology, and cultural insight.
A lifelong gamer since the Atari days, Thanh is driven by a passion for understanding how people play, what keeps them engaged, and how games can tell stories that stick.
Tom von Simson
Senior Account Manager at GEEIQ
Tom von Simson is a Senior Account Manager at GEEIQ. He has worked on virtual strategies for top brands, including essence cosmetics, Walmart, Beiersdorf (Nivea), the BBC, and Rocket Entertainment (Elton John). GEEIQ is a data platform, insights provider and team of experts that empowers brands to create long-term strategies and make data-led investments in gaming and virtual worlds.
28
4:00 PM - 4:45 PM