Dive Transient:
- E.l.f. Cosmetics has teamed with experiential e-commerce firm Obsess for an immersive digital procuring expertise referred to as the Digital Luxe Lounge, based on particulars shared with sister publication Advertising and marketing Dive.
- The Digital Luxe Lounge is accessible on-line for members of the model’s Magnificence Squad loyalty program within the U.S. and the U.Okay. The 3D expertise is speakeasy themed and permits customers to buy product drops and entry unique coupons.
- The newest transfer from E.l.f. follows a string of digital-focused advertising performs this yr, together with a previous tie-up with Obsess round a magnificence procuring app for Apple’s Imaginative and prescient Professional mixed-reality headset.
Dive Perception:
E.l.f. is continuous to deal with modern digital experiences with the launch of its new Digital Luxe Lounge. The sweetness model beforehand teamed with Obsess in February to launch “your greatest e.l.f.,” a magnificence procuring app for the Apple Imaginative and prescient Professional that encourages customers to unwind with stress-free actions like guided meditation.
Members of the E.l.f. Magnificence Squad can entry the Digital Luxe Lounge on-line via the vacation season to discover 4 speakeasy themed sections and rating coupons that may be utilized at checkout. Past its work for E.l.f., Obsess has developed over 350 synthetic intelligence-powered experiences for manufacturers like Mattel, Ralph Lauren and L’Oréal.
The Digital Luxe Lounge marks the primary time Obsess has integrated a loyalty program right into a 3D digital expertise. In June, E.l.f.’s loyalty program had amassed about 5 million members. Its newest procuring expertise may assist entice new Magnificence Squad members along with serving to develop its first-party information troves.
Participating with shoppers digitally stays a spotlight for E.l.f. Final November, the model rolled out a Roblox expertise referred to as E.l.f. Up! to show monetary literacy and entrepreneurial abilities to the platform’s youthful customers. Over the summer time, the model started testing real-world commerce capabilities throughout the expertise as a part of an initiative powered by Walmart.
Past the digital realm, E.l.f. has additionally been making a number of strikes as a part of its “Change The Board Recreation” initiative round company range. In Might, it debuted “So Many Dicks,” a flashy marketing campaign that took its identify from the discovering that there are practically as many males named Richard, Rick or Dick as girls from various teams on U.S. company boards. In October, the marketer rolled out “Dupe That!,” an effort inviting different entrepreneurs to hitch it in making a constructive affect. Advertising and marketing Dive not too long ago named E.l.f. the highest model in 2024 for goal advertising.
E.l.f. Magnificence, the dad or mum firm of E.l.f. Cosmetics, grew gross sales by 40% in its second fiscal quarter and raised its full-year earnings and gross sales steering. Executives have credited E.l.f. Magnificence’s heavier investments in advertising with successful over coveted younger audiences and rising gross sales.
