Known as an innovator in the beauty industry, e.l.f. Cosmetics is constantly pushing the boundaries on digital innovation and leaning into retail shopping trends. Diving deeper into the immersive commerce space, the beauty brand partnered with Obsess to launch their latest Virtual Luxe Lounge—an interactive speakeasy exclusively for their loyal Beauty Squad Members. A first of its kind, the e.l.f. Cosmetics Virtual Luxe Lounge is the first time a brand has incorporated its loyalty program into a 3D, virtual experience, to exclusively offer its most engaged audience a new way to shop.
“We’re thrilled to once again partner with Obsess and offer our most loyal customers a unique and interactive way to shop our most-coveted new products,” said Ekta Chopra, Chief Digital Officer, e.l.f. Beauty. “Our Beauty Squad members are very important to our brand, and we’re excited to bring them an exclusive shopping experience that will give them new ways to earn and redeem rewards.”
As a perk of e.l.f.’s loyalty program, the gated, digital shopping experience offers members early access to shop new holiday products and exclusive coupons to redeem at checkout; Beauty Squad members have to log in to their account to access the glittery 3D environment with a sultry speakeasy vibe.
Initially launched with a room full of holiday gift sets and the Holy Hydration Hall, the virtual experience expanded as the brand phased out new product drops. Each product drop unlocked a new room and corresponding member-exclusive reward, expanding the virtual experience in a dynamic and exciting way. A peek behind the curtain—once unveiled, the Finish Flawless room featured items from e.l.f.’s Camo collection and the Glimmer Dreams room launched the brand’s new lip oil collection.
The e.l.f. team has previously partnered with Obsess to launch other firsts, including the first beauty shopping app in Apple Vision Pro and more. Following the success of our previous virtual reality beauty shops, this immersive holiday experience further cements e.l.f. as a pioneer and leader in the beauty industry. To learn more about Obsess-powered virtual experiences, email us at [email protected] or book a demo.
