Glow Up: Britain’s Next Make-up Star has always pushed the boundaries of digital activations, blending the show’s editorial into innovative digital experiences. In season 6, contestants were asked to create a full-body make-up look for online gaming platform Roblox’s 77.7m daily users who span across 180 countries.
The contestants used Roblox’s Texture Generator - a new AI tool that creates custom textures help design their make-up and the winner had their look turned into a digital clothing user generated content (UGC) item that any Roblox user could wear.
Viewers were directed to the experience via QR during the show, 10,000 of the UGC items were claimed in the days following the broadcast, with the average time spent on the experience at 6 minutes per user.
