e.l.f. Cosmetics launches luxury digital shopping experience

e.l.f. Cosmetics has launched a Virtual Luxe Lounge, a digital immersive shopping experience that features a speakeasy-themed 3-D environment for shopping this holiday season, according to a press release.

Shoppers can also access exclusive coupons, according to a press release.

The lounge was created with experiential e-commerce company Obsess.

“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,” Ekta Chopra, chief digital officer, e.l.f. Beauty, said in the release. “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 the first time we’re incorporating a loyalty program into a 3D, virtual experience to exclusively offer its most engaged audience a new way to shop,” Neha Singh, founder and CEO of Obsess, said in the release. “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.”

The Virtual Luxe Lounge is available via web and mobile browser in the U.S.

Obsess is a virtual experience platform enabling brands to create highly visual, discovery-driven 3D digital stores and experiences on their websites.