e.l.f. cosmetics launched a Virtual Luxe Lounge for the holidays—in their own digital world. Throughout the holiday season, e.l.f. loyalty members can explore speakeasy-themed sections and earn coupons to use for real world purchases. This is the brand’s first time incorporating a loyalty program into a 3D virtual experience. And notably, it’s in their own virtual world, not through an existing metaverse game like Roblox, which e.l.f. has engaged in plenty before. The brand has already seen significant growth from marketing investments targeting younger audiences, with a 40% increase in sales in its second fiscal quarter, so a holiday shopping guide could lead to even more sales online and in person. (Retail Dive)
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