Dallas City Wire

Hiroshi Igarashi, President and Global CEO of Japanese advertising giant Dentsu Group Inc., said the company's initiative to introduce the first acne-care brand on Roblox shows that Dentsu focuses on "delivering real business impact" for its clients.

In March, Dentsu and Dubit, the owner of Roblox, announced the partnership with Differin, a brand owned by Switzerland-based Galderma, whose U.S. headquarters are located in Dallas.

"The One Dentsu model positions us as precisely that—an organization that does not just offer services but builds ecosystems of growth for its clients," Igarashi told Dallas City Wire. "While our competitors focus on selling media at scale, often without transparency, we focus on delivering real business impact."

"Our One Dentsu model ensures that we are flexible, transparent, and entirely aligned with our clients’ goals," Igarashi said. "We do not push one-size-fits-all solutions—we tailor everything to the unique needs of each market and each brand."

This new initiative on Roblox aims to educate users about acne care while building confidence and fostering a supportive community. The Roblox platform, which has around 88.9 million daily active players, is predominantly used by individuals aged 13 and above.

Differin's "Level Up Lobby" offers an interactive space with mini-games that focus on acne care using Differin products. These games include "Foam Blaster," "Power Patch Splatter," and "Zit Zapper." Participants who complete these games receive in-game rewards symbolizing the effects of Differin’s acne-care products.

The campaign encourages players to engage regularly, offering daily power-ups and exclusive items for frequent participants. Additionally, consumers can upload receipts from Differin purchases to gain further in-game benefits.

The Level Up Lobby will be featured across five popular Roblox experiences, reaching millions of users monthly. Val Vacante from Dentsu highlighted the strategic importance of this initiative in blending education with entertainment to build confidence among users.

The partnership involves Dentsu's collaboration with Galderma’s Differin brand and support from Dentsu X, Dentsu Solutions, Dentsu Creative, Merkle, and Dubit. Andy Douthwaite from Dubit emphasized the authenticity of engaging communities through this unique approach.

Lindsey Scales from Galderma expressed excitement about combining Differin's pioneering spirit with marketing efforts in gaming communities. The campaign aims to help teens manage acne effectively through gamified experiences.

Since its launch in late 2024, the Level Up campaign has achieved significant engagement across various platforms like Twitch and TikTok. It has garnered over 271 million impressions and significantly increased purchase intent and sales conversions.

Dentsu, Differin, and Roblox plan to showcase updates at SXSW 2025 during a panel discussion titled "Pixels to Reality: How Gaming Is Transforming Our World."

Dentsu's "One Dentsu" vision aims to unify its diverse business units under a single, seamless structure to enhance collaboration, agility, and client service. As part of the company's recently announced Mid-Term Management Plan for 2025-2027, the initiative focuses on strengthening Dentsu’s global market presence, particularly in key regions such as Japan and the United States, while boosting its capabilities in media and integrated growth solutions.. The company has set ambitious financial targets, including 4% organic growth and an operating margin of 16-17% by fiscal year 2027.

"We have seen what happens when outside forces attempt to reshape a company from the outside in," said Igarashi. "Dentsu is taking a different path—one that is intentional, disciplined, and deeply committed to delivering long-term value."

"That is the difference between us and the rest of the market, and that is why One dentsu is not just a model—it is the future," he said.

Founded in 1901, Tokyo-based Dentsu is a global advertising and public relations company that operates across media, creative, and digital sectors, providing marketing and communications services to clients worldwide.