Sunsilk Launches Sunsilk City Metaverse for Women on Roblox


  • The metaverse gaming experience aims to create an accessible gaming space for Gen Z females.
  • A host of mini games and educational content are also included.
  • The virtual city will first be launched in Mexico.

Unilever-owned haircare brand Sunsilk has launched a metaverse gaming experience, Sunsilk City, on the gaming platform Roblox to encourage participation among female gamers.

Roblox Twitter Community shared the announcement on Twitter:

Mexico-based bio-pharmaceutical chemist and passionate gamer Jessica Lakshmi is Sunsilk City’s real-life role model. Besides featuring as an avatar, she acts as the in-game host.

In a statement, she said:

Nothing inspires me more than helping young women to follow their true passions, and I am so excited to work with Sunsilk on this campaign. I faced a lot of barriers as a woman entering the world of STEM, and I’m hoping the campaign will help give girls the inspiration and resources they need to follow their dreams. I’m a gamer myself and have loved playing Sunsilk City.

Alongside the real-life role models, there is a host of mini-games and educational content. For instance, Sidewalk Superstars encourages players to value education over domestic chores, whereas, Blow Them Away allows them to fight off toxic phrases that are used to put women down. Then there is The House of Hair mini-game to drive a sense of creativity and artistic expression for players and improve representation on the platform.

Through the House of Skills, Sunsilk City gives its best to equip women with physical, real-world skills, which educates players via 20 free online courses in partnership with Udemy. Both soft and hard skills are included in the courses to encourage them to achieve their dreams.

Digital Production Studio, Roforce, took it to its Twitter handle to post a tweet:

Purnima Lamba, Global Brand Vice President at Sunsilk, said:

Sunsilk is dedicated to helping women find the confidence they need to seek out new possibilities for their future. With so many young women around the world engaged in gaming and the widespread possibilities of the metaverse, we saw an incredible opportunity to reach a new generation in an engaging and authentic way. Our hope is that Sunsilk City will inspire girls round the world to broaden their horizons and feel empowered to reach for their dreams – as well as providing a fun experience.