THE WHAT? e.l.f. Cosmetics has launched its first virtual styling experience on ZEPETO, expanding its digital marketing strategy through immersive beauty experiences targeting younger consumers.
THE DETAILS The initiative, titled Express Your e.l.f., allows users of the avatar-based social platform to create personalised virtual looks using digital makeup, hairstyles and accessories inspired by the brand’s Power Grip range. Participants can share their creations through ZEPETO’s social channels, extending brand engagement beyond traditional advertising and retail environments. The platform has more than 400 million registered accounts and between 15 million and 20 million monthly active users, approximately 70 percent of whom are Gen Z. The launch builds on e.l.f.’s existing gaming and digital entertainment activities, including its presence on Roblox and Twitch, as the company expands its reach across interactive social platforms.
THE WHY? The launch highlights the growing importance of gaming and virtual environments as marketing channels for cosmetics brands, providing opportunities to engage Gen Z consumers, strengthen brand recognition and encourage product discovery through digital experiences rather than conventional advertising.
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