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e.l.f. Cosmetics Launches its First Virtual Styling Experience on ZEPETO: “Express Your e.l.f.”

  • e.l.f. Cosmetics launched "Express your e.l.f.", its first virtual styling experience on the ZEPETO metaverse platform.
  • Players can create complete head-to-toe avatar looks using e.l.f.-designed digital makeup from the Power Grip family, hairstyles, bags, jewelry, & special effects.
  • The collaboration targets ZEPETO's predominantly female, 70% Gen Z community, which includes 15-20 million monthly active users.
  • Users can photograph their avatars against custom e.l.f. backgrounds & share the content directly to the ZEPETO feed.
  • Patrick O'Keefe, Chief Integrated Marketing Officer of e.l.f. Brands, stated the partnership allows the brand to meet its community where they play to fuel discovery & self-expression.
  • Annette Lee, Head of Business Development at ZEPETO, described the feature as a revolutionary brand experience that reimagines makeup as comprehensive virtual styling.
  • This launch follows e.l.f.'s success with the no. 1 branded makeup game on Roblox & its status as the no. 1 beauty brand on Twitch.
  • The experience is now available for players to enter via the provided link on ZEPETO.