All Eos wanted for Christmas was a celebrity partner for its first-ever Roblox activation. And, yes, it got Mariah Carey.

The skincare brand is sponsoring four performances by Carey in its Winter Wonderland in Roblox’s Livetopia, and is betting the self-proclaimed Queen of Christmas can drive both fan and customer engagement.

Eos is looking to take its success on TikTok and translate some of that into Roblox.

“Roblox had the dominant position [over other platforms] in terms of unique users and engagement,” said Soyoung Kang, Eos' chief marketing officer.

Eos was also noticing that Carey’s 1994 song turned annual tradition "All I Want for Christmas Is You" was resurfacing on TikTok as the holidays approached. When the brand learned that it would also be Carey’s first time in the metaverse, the partnership seemed like a “no-brainer,” Kang said. The goal is to have the combined Eos and Carey fan bases drive traffic to the activation and boost brand awareness.

Eos has created a world for users to interact with products while enjoying the musical performance. The world will include a stage in the shape of a giant Eos round lip balm and free digital items such as headphones and a backpack for fans. Players will be given an exclusive virtual Eos microphone that they can activate to temporarily sing onstage with Carey during one of her songs. Carey will appear as a 3D motion-captured replica of herself.

The partnership with Carey was brought to life by Relentlo, a metaverse advertising platform, and Mekanism, Eos’ media agency of record.

When it came to building the virtual world, Kang said she was surprised at how engaging and interactive the platform could be. The world will try to capture scent and flavor with colorful notes that dance around players. The Winter Wonderland will go live on Dec. 2 and Carey's performances will begin on Dec. 21, and repeat for three days after.

Eos joins a growing list of brands that have used Roblox to up their gaming and metaverse strategies. American Eagle, Pacsun, Walmart, and Nike have all set up locations to attract younger consumers and reach the gaming segment of their audience. For her part, Carey will be added to a small group of artists who have performed in Roblox, including Lil Nas X, Lizzo, Twenty One Pilots, and rapper 24kGoldn. 

Eos went viral last year when creator Carly Joy organically posted about her love of the brand’s shaving cream, which became known as the “Bless your f-ing cooch” campaign. Since then, Eos has leaned into TikTok, with every campaign now featuring at least one TikTok creator. Brand content made by those creators has helped organically reach more communities on social media. Now, Eos is betting that working with Carey will help authentically reach an even wider audience. 

“Our Roblox world is interesting because it has similar equities [to social media],” Kang said. “We’re not just pushing an ad. We wanted to give a value-add where our audience is already engaging.”