amika enters the metaverse

US hair care brand amika has launched its first immersive virtual experience, "the amikaverse," in partnership with Obsess on Roblox

As one of the first Roblox experiences by a US-based premium hair care brand, "the amikaverse" allows users to learn about the brand as they create and share their own digital hair care products, engage in unique challenges, and interact with other characters throughout the amikaverse environment.

Upon entering the amikaverse, visitors are first invited to choose a "Bestie" character in the form of a Stylist, a Gardener or a Recycler to guide them through the immersive 3D experience. Each Bestie leads users into a different themed space with a mini game that makes it easy and fun to learn about amika.

Shannon Otto, senior director of consumer engagement at amika, said: "The amikaverse is an ideal extension of our brand purpose, and a prime example of how we're meeting our next-gen customers where they are. amika has roots in the salon community and we're a proud friend to the planet—using naturally derived ingredients and PCR packaging is table stakes for us.