E.l.f. introduces experiential e-commerce with ‘Virtual Luxe Lounge’

E.l.f is embracing the world of virtual reality with its first immersive e-commerce experience. The ‘Virtual Luxe Lounge’ is a digital shopping experience exclusively for e.l.f. Beauty Squad members in the US and the UK.

Teaming up with experiential e-commerce company Obsess, e.l.f is bringing a speakeasy-themed 3D store to members of its loyalty programme. Here, they can shop new product drops for the holiday season and access 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.

"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," added Neha Singh, Founder and CEO of Obsess.

"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."

E.l.f has been on a rapid rise to success since coming overseas from the US to the UK. The affordable beauty brand revealed last month that it delivered a 40% increase in sales for the second quarter ending 30 September, driven by strength in both retailer and e-commerce channels.

Net sales reached £233.1 million ($301.1 million) during the three months, driven by strength in both retailer and e-commerce channels, in the US and internationally.

The Virtual Luxe Lounge is available via web and mobile browser in the UK here.