E.l.f. Cosmetics has invested in the metaverse as the beauty brand launches its first virtual styling experience through social media and the metaverse platform ZEPETO.
“Express your e.l.f.” invites players to discover, create and express themselves with e.l.f.-designed avatar looks.
Players can also discover beauty trends shaping culture and use them to create virtual looks, with make-up from the brand’s Power Grip range, plus hairstyles, bags, jewellery, and special-effects items inspired by Power Grip’s colourways and textures.
This is not the first time the brand has launched within a gaming universe, having previously partnered with online gaming platform Roblox to create avatar make-up looks and launch a number of gaming experiences on the platform.
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The brand also holds a strong presence on streaming platform Twitch, where it was the first brand to launch a shoppable in-stream element.
“As a different kind of company, e.l.f. does not see boundaries between where beauty lives and where culture happens,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Brands.
“From Twitch to Roblox and now ZEPETO, we meet our community where they like to play and give them a platform to fuel discovery, empowerment and self-expression.
“Every immersive experience we build is an extension of the same vision that drives everything we do: disrupt norms, shape culture and connect communities through positivity, inclusivity and accessibility.”
Annette Lee, Head of Business Development, ZEPETO, added: “By seamlessly blending e.l.f. Cosmetics’ iconic products with the year’s most defining trends, ZEPETO is making it possible to reimagine makeup as a comprehensive head-to-toe virtual styling.
“We are thrilled to pioneer these full-looks designed by e.l.f., delivering a revolutionary brand experience that pushes the boundaries of virtual self-expression.”
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