e.l.f. Cosmetics has launched its first virtual styling experience on ZEPETO, aimed at enhancing its digital marketing strategy to engage younger consumers. The initiative, named Express Your e.l.f., allows users on the avatar-based platform to design personalized virtual looks using digital makeup, hairstyles, and accessories inspired by the brand’s Power Grip range.
Read More
Users can share their creations via ZEPETO’s social channels, promoting brand engagement outside of traditional advertising and retail environments. ZEPETO features over 400 million registered accounts, with 15 to 20 million active users monthly, around 70 percent of whom are from Gen Z.
This launch continues e.l.f.’s focus on gaming and digital entertainment, which includes its activities on platforms like Roblox and Twitch, as the company seeks to expand its presence in interactive social settings. The initiative underscores the increasing significance of gaming and virtual environments as effective marketing tools for cosmetics brands, presenting opportunities to connect with Gen Z consumers and enhance brand recognition through digital experiences.