Bellabox launches playable beauty collaboration with mobile gaming app

Beauty box retailer also builds opportunity for consumers to directly buy products in-game

Screenshot of the bellabox flamingo in Critter Clash
Screenshot of the bellabox flamingo in Critter Clash

Subscription-based beauty products player, bellabox, has inked a new mobile app partnership aimed at rewarding women for their loyalty to mobile gaming.

As part of the collaboration with Lumi Interactive, Android players of the free mobile game, Critter Clash, can participate in a special in-game event collecting lifestyle and beauty items that unlock a limited edition flamingo character. This gives them the opportunity to win in-game items as well as purchase beauty and lifestyle boxes directly within the mobile game itself from bellabox thanks to integrated merchant placements.

The latest ‘Wellness week’ event has been launched to coincide with bellabox’s limited edition ‘Welcome to wellness’ box. Bellabox said the playable flamingo character reflects the themes of the limited edition box, and is designed to offer a light-hearted, digital approach to beauty and lifestyle products.The event runs until 5 October.

It’s also about celebrating women for being the most loyalty players on mobile, who despite this, are often left out of play experiences.

With mobile gaming fast becoming the leading form of entertainment media, it made sense to take on this new environment for engagement, the companies added.

The Critter Clash game allows players to build and befriend animal teams and play against friends in the treetops.

“We’re excited to explore this ground-breaking partnership and a first in the beauty industry,” bellabox CEO, Andrew Batt, said. “Our ‘Welcome to wellness’ box is an exciting new launch, offering the latest in beauty and lifestyle for women to take care of their physical and mental health.”

Lumi Consulting chief game officer, Christina Chen, said it was supportive of the self-care message of the limited edition box and said the team loved “creating an in-game event and brand new character to celebrate it.”

According to Stastica figures, mobile games generated revenue of US$40.6 billion in 2017. Mobile games also boasted of an average 2.8 billion monthly active users globally in 2016, with US gamers playing an average of 3.6 mobile games per month and 1.3 games on a daily basis.  

Chartboost data also shows 62 per cent of the mobile gaming audience is female, with the ‘typical’ female mobile game aged between 35-44, and working as a professional with at least US$75,000 in annual income. In addition, its research showed 47 per cent of mobile games shop online for over three hours per week, compared to 28 per cent of non-gamers.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in