E.l.f. Cosmetics expands metaverse commerce presence
A Gen Z fave beauty brand is building upon its efforts to promote and sell products in immersive metraverse environments.
E.l.f. Cosmetics, an E.l.f. Beauty Inc. brand, has introduced the "Virtual Luxe Lounge," a virtual shopping experience for members of its E.l.f. Beauty Squad loyalty program in the U.S. and U.K.
Based on the Obsess experiential e-commerce platform, the speakeasy-themed, 3D environment enables customers to virtually shop new product drops for the holiday season and gain access to exclusive coupons to redeem at checkout.
"Our community is at the heart of everything that we do and we’re thrilled to offer our most loyal community a unique and interactive way to shop our most-coveted holy grail products," said Ekta Chopra, chief digital officer, E.l.f. Beauty. "E.l.f. Beauty Squad members are incredibly important to us, and we’re excited to bring them an exclusive shopping experience that will give them new ways to earn and redeem rewards."
In June 2024, E.l.f. Cosmetics became the first beauty brand to test real-world commerce on Roblox, powered by Walmart. The company created a virtual kiosk within its immersive E.l.f. UP! Experience on the Roblox platform where U.S. consumers aged 13 and up can purchase a Roblox-exclusive limited-edition hoodie, as well as a selection of other physical products.
[READ MORE: E.l.f. is first beauty brand to test real-world commerce on Roblox]
"This is the first time we’re incorporating a loyalty program into a 3D, virtual experience to exclusively offer its most engaged audience a new way to shop," said Neha Singh, founder and CEO of Obsess. "E.l.f. has cemented itself as an innovative brand leader, and we are thrilled to partner with the company once again, following the success of our previous collaborations to launch virtual shopping experiences."
The Virtual Luxe Lounge is available via web and mobile browser in the U.S. and U.K.
E.l.f. Beauty and its brands, E.l.f. Cosmetics, E.l.f. Skin, Keys Soulcare, Well People and Naturium, offers clean and vegan products, all double-certified by PETA. In addition, its Leaping Bunny brand is certified as cruelty free and stands as the first beauty company with Fair Trade Certified facilities. E.l.f.Beauty donates 2% of net profits to organizations that make positive impacts.
