Galderma-owned Differin is upping its game when it comes to brand awareness for Gens Z and Alpha – a target demographic for the brand’s anti-acne products – with a debut launch on Roblox.

Differin is reportedly the first anti-acne brand to debut on the popular gaming platform. Its goal is to offer acne sufferers relief via a fun way to familiarize themselves with the brand’s slate of acne-fighting solutions.

“The Roblox platform is growing tremendously, with approximately 88.9 million daily active players, spending an average of 2.5 hours daily with 60% of players aged 13+ as of Q3 2024,” said Tara Loftis, global president, dermatological skincare at Galderma (Cetaphil, Differin, Alastin, Benzac). “This age range directly overlaps with those who suffer from Acne the most. Every year, 50 million Americans suffer from acne, with 85% of them aged 12-24. We always put the consumer at the center of everything we do, and when we were ideating where it made sense for Differin to show up in their world, we spent time looking at entertainment and consumption habits.”

Aiming to meet young adult consumers where they are learning, socializing and spending leisure time, gaming is a way to help end acne frustration via making skincare education and product information more fun, said Loftis. She added that Roblox opens the doors for conversation about acne among peers and their parents so they’re not stewing by their lonesome.

Leveling Up Acne Care

Through March 29, Differin’s appearance on Roblox offered a “Level Up Lobby” to make skincare more approachable. Because seven out of 10 consumers shopping for acne products said they feel “overwhelmed” by the hodgepodge of options per brand research, Differin aims to eduate while making the information approachable and fun to increase confidence in selecting the right products to help them better navigate their acne journey.

Differin Gel contains adapalene, a multi-benefit, dermatologist-recommended retinoid, available without a prescription, to clear breakouts where they start (deep in the pores). It also works to prevent acne breakouts before they begin, thereby restoring the skin’s texture and tone.

Players unlocked bonuses by uploading a Differin purchase receipt to claim a power-up of their choice. Players can receive power-ups for Differin purchases. Powerups are in-experience items that give players special abilities like flying, invisibility or speed.

“This partnership gives players a gamified approach to skincare and gives users a natural way to talk about blasting, patching and zapping acne,” said Loftis.

‘Joy’-Stick Success

Amid the “hundreds” of success stories posted to social about the efficacy of Differin products, one skincare blogger, @queentings, shared her success story using the brand’s products. Since then, she’s become a brand advocate. Differin featured her before-and-after photos on displays in retailers like Ulta and Walgreens.

Differin will continue its partnership with Roblox through May 31.

Gamers participate through selected Partner Games (PGs) on Roblox. They can look for a Differin-themed portal or popup invitation in participating PGs.

The five-partner games are as follows:

Teamwork Puzzles 2 is available May 16, 2025-May 24, 2025;

Paradise is available April 8, 2025-April 14, 2025 and from May 16, 2025-May 27, 2025;

Carry a Friend is available April 2, 2025 – May 10, 2025; and

NewSmith is available May 2, 2025 – May 31, 2025.