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

Blog Posts

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in