Express yourse.l.f on e.l.f UP!

In the ever-evolving landscape of digital marketing, e.l.f Cosmetics continues to pioneer new avenues to reach the younger generations (I’m looking at you, Gen Z and Gen Alpha) through immersive commerce and the metaverse.

e.l.f Cosmetics has emerged as a trailblazer by being the first beauty brand to expand real-world commerce to Roblox and the metaverse, redefining the entire online shopping experience.

What the e.l.f is “E.L.F UP!”

The e.l.f UP! experience allows users to get entrepreneurial and create their own businesses inspired by the company’s products on Roblox. Users can walk around in an “e.l.f-themed land” and interact with locations inspired by the brand’s core products such as the Holy Hydration! marine life charity and the Halo Glow art gallery. In addition to the gaming aspect, users can also purchase real-world products such as lip oils, lip balms, hoodies, and sunscreens in a virtual kiosk powered by Walmart.

“This time we are able to create an experience where our community can follow their entrepreneurial dreams and empower the next generation of changemakers who flourish in these digital economies” — Kory Marchisotto, Chief Marketing Officer at e.l.f Beauty.

e.l.f.’s Roblox experience is an answer to the entrepreneurial streak in Gen Z and increases engagement with the ultra-online native demographic of Gen Alpha. To stand out from the crowd and do something truly different, e.l.f. UP! taps into their target audience’s desire in the form of purposeful entertainment — an experience that inspires self-expression and encourages users to create businesses on causes they care about.

The “e.l.f. UP!” experience has already amassed over 13 million visits since its launch in November. As they continue testing commerce on the platform, this was the necessary next step in the brand’s evolution, as innovative marketing campaigns are core to e.l.f’s overall strategy.

Achieving Marketing Objectives in Style

e.l.f. Cosmetics’ Roblox playbook is a great lesson for marketers looking to innovate how they’re reaching the digital native generations. The use of the metaverse has significantly helped the brand achieve:

• Increased brand engagement: By integrating real-world commerce into a popular gaming platform (Roblox), e.l.f. created an interactive experience that resonates with younger audiences.
• Innovative shopping experience: The ability to purchase real-world products within a virtual world offers a novel shopping experience that other competitors don’t have. This can help build brand loyalty among the tech-savvy consumers who appreciate this novelty.
• Boosting sales & brand awareness: By tapping into Roblox’s user base, e.l.f can broaden their reach and create a revenue stream through their virtual platform.

Glimpse into the Future of Beauty Brands

Based on e.l.f.’s success, the metaverse and more specifically, the Roblox platform sees 70.2 million users daily. For e.l.f, they got their foot in the door of the metaverse and they’re looking to continue tapping into the younger market in a way that resonates with them. The e.l.f. UP! experience helps them establish a connection between the brand and their consumers, which deepens customer loyalty and ultimately boosts sales. It won’t be surprising when more beauty brands enter the game, as demonstrated by Fenty Beauty and Essence cosmetics releasing their own Roblox games.

As e-commerce faces challenges caused by outdated marketing tools and fierce competition, the metaverse is paving the way towards a more engaging and interactive future for online shopping. Brands that embrace these new technologies will be able to reap the long-term benefits of customer engagement and revenue growth.

In conclusion

The e.l.f UP! experience isn’t just a game, it’s a virtual world for tomorrow’s generation of artists, activities, and changemakers” — Yonatan Raz-Friedman, founder and CEO of partner Supersocial

It’s more than just a game, it’s a digital sandbox for consumers to create, innovate, and interact with the community e.l.f. has built, taking them to a whole new level above their competitors in the race of capturing the world’s attention today.