The Californian cosmetics brand e.l.f. Cosmetics has launched a virtual styling experience called ‘Express Your e.l.f.’ on the social metaverse platform Zepeto. Users can create digital avatars there using make-up, hairstyles, clothing and accessories. The virtual experience aims to combine beauty trends with creativity and social interaction, the listed US company reported. Users can choose from virtual make-up from e.l.f.’s “Power Grip” range, as well as hairstyles, bags, jewellery and special effects inspired by the colours and textures of Power Grip.

Make-up for digital avatars

Users of the styling game can take photos or videos of their avatars against specially designed branded backdrops and share the images on Zepeto. According to the platform, it has more than 400 million registered accounts and 15 to 20 million active users per month. Around 70 per cent belong to Generation Z, and the community is predominantly female. According to e.l.f., Zepeto users change their avatars on average more than 14 times a week.

Marketing in virtual worlds

For e.l.f. Cosmetics, this move is part of a strategy to engage young target audiences in particular via digital platforms and gaming offerings. The company already has a presence on the Roblox gaming platform with its make-up game ‘Glow Up!’. With Zepeto, the brand aims to reach another virtual community. The aim is to bring beauty products to life in the very places where young people play, communicate and express themselves creatively, explained Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Brands. “We reach our community where they are and offer them a platform for discovery, self-expression and self-realisation.”

Source: e.l.f. cosmetics