e.l.f. Beauty ventures into virtual reality with immersive shopping feature

e.l.f. Beauty has launched a new virtual reality feature entitled the Virtual Luxe Lounge.

The immersive 3D shopping experience has been designed exclusively for the brand’s loyalty programme Beauty Squad members. 

Developed in partnership with virtual retail platform Obsess, the speakeasy-inspired environment marks the first time e.l.f. has integrated its loyalty programme into a fully virtual shopping experience.

Ekta Chopra, Chief Digital Officer at e.l.f. Beauty, highlighted the importance of creating unique opportunities for the brand’s most engaged customers. 

“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,” she said.

The Virtual Luxe Lounge offers members early access to e.l.f.’s latest products, exclusive discounts, and an engaging way to interact with the brand. 

Upon logging into their loyalty accounts, Beauty Squad members are transported into a glittering digital environment with a sultry speakeasy vibe.

As e.l.f. unveils new product drops, the virtual environment expands to include themed rooms like the Finish Flawless Room (highlighting items from its Camo collection) and the Glimmer Dreams Room, which debuts the brand’s new lip oil collection. 

“e.l.f. has cemented itself as an innovative brand leader, and we are thrilled to partner with the company once again, following the success of our previous collaborations to launch virtual shopping experiences,” said Neha Singh, founder and CEO of Obsess.

“This is the first time we’re incorporating a loyalty programme into a 3D, virtual experience to exclusively offer its most engaged audience a new way to shop.” 

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