E.l.f enters metaverse for Christmas

Beauty brand E.l.f. Cosmetics has introduced a new virtual shopping experience for members of its E.l.f. Beauty Squad loyalty program in the US and UK.

Based on the Obsess experiential ecommerce platform, the "Virtual Luxe Lounge," enables customers to virtually shop new product drops for the holiday season and gain access to exclusive coupons to redeem at checkout.

"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.