Miley Cyrus is on Roblox to promote Gucci's new fragrance, Gucci Flora. Cyrus, who is a well-known ambassador for Gucci Beautys' Flora Gorgeous Jasmine campaign, appears as an avatar in Gucci Town, a Roblox experience that allows players to explore the Gucci brand's world via minigames, scavenger hunts, and other activities.
Cyrus is no surprise to find a home on Roblox. Karli Kloss, George Ezra, and the musical duo Twenty One Pilots are just some of the most well-known people to have recently adopted the metaverse via Roblox.
Lil Nas X, Cyrus' father, merged forces for the remix of X's hit song Old Town Road in one of Roblox's first major musical performances.
Fans may search Gucci Town and collect gems, which may be redeemed for avatar items, by participating in several minigames for additional gems, including a Red Light, Green Light-inspired course and Tile Takeover, where teams compete to take over as many tiles as possible before the time expires. These pictures can then be shared on social media if they wish.
Gucci is transforming the physical scent into a digital, wearable bottle backpack, although players may purchase an in-game fragrance bottle for only 100 Robux (about $1.25 USD).
Gucci's fifth brand collaboration with Roblox in its Gucci Town experience. As such, it serves as a testament to the company's dedication to the metaverse as a means of reaching consumers in new ways. Tommy Hilfiger, Vans, and Puma have recently launched digital experiences on the platform.
Check out our list of August Roblox promo codes for more avatar gear. And check out our list of the best Roblox games in 2022 for more metaverse action.