E.l.f. Cosmetics has launched its first virtual styling experience on the metaverse platform ZEPETO, marking the brand's expansion into the digital realm.
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The initiative, titled “Express your e.l.f.,” invites users to create and express their unique style with avatar looks designed by e.l.f. Participants can explore current beauty trends and use products from the Power Grip range, alongside hairstyles, accessories, and special effects inspired by the brand's color palettes.
This venture follows e.l.f.'s previous collaboration with Roblox, where it introduced avatar makeup looks and various gaming experiences. The brand also maintains a presence on Twitch, where it was the first to launch a shoppable in-stream feature.
Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Brands, stated that e.l.f. aims to dissolve the boundaries between beauty and culture, positioning itself where audiences engage in play. He emphasized the brand's commitment to fostering discovery, empowerment, and self-expression through immersive experiences.
Annette Lee, Head of Business Development at ZEPETO, expressed excitement about integrating e.l.f. Cosmetics’ products with defining trends to revolutionize virtual styling, enhancing the brand's innovative approach to digital self-expression.