E.l.f Beauty has opened a digital shopping lounge for its Beauty Squad members in the UK and US, which enables them to shop new product drops for the holiday season and access exclusive offers.
Partnering with immersive virtual shopping platform Obsess, e.l.f has introduced a speakeasy-themed 3D store for members of its loyalty programme. The Virtual Luxe Lounge is designed to offer a virtual experience exclusively to e.l.f’s most engaged audience, giving them a new way to shop.
“Our community is at the heart of everything that we do and we’re thrilled to offer our most loyal community a unique and interactive way to shop our most-coveted holy grail products,” said Ekta Chopra, chief digital officer, e.l.f. Beauty.
“E.l.f. Beauty Squad members are incredibly important to us, and we’re excited to bring them an exclusive shopping experience that will give them new ways to earn and redeem rewards.”
This is not the first occasion the beauty etailer has used innovative platforms to engage with its customers. The RetailX Global Beauty 2024 report looked at how e.l.f uses TikTok to drive in-the-moment excitement. The brand has “thrived on TikTok Shop by engaging with the community and building exciting, culturally relevant moments,” explained Nico Le Bourgeois, head of TikTok Shop US operations.
Read more about how the beauty industry as a whole is turning to social media in the full RetailX Global Beauty 2024 report.
The report shows an industry driven by newness, and consumers passionate about their purchases and loyal to certain brands while also being enthusiastic about beauty overall as they seek out the latest products and ‘must-haves’.
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