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

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in