OAKLAND, Calif. — e.l.f. Cosmetics announced it is bringing its beauty approach to ZEPETO, an immersive, avatar-based social metaverse platform where players update their avatars multiple times a week.
Now available on ZEPETO, e.l.f. launched “Express your e.l.f.” where players can discover the beauty trends shaping culture and turn them into complete virtual looks from head to toe.
The cosmetics brand, owned by e.l.f. Beauty Inc., said the collaboration extends its commitment to meeting its community in unexpected places and making the best of beauty — and the joy of discovery around it — accessible to every eye, lip and face wherever they choose to game.
“As a different kind of company, e.l.f. does not see boundaries between where beauty lives and where culture happens,” says Patrick O’Keefe, chief integrated marketing officer for e.l.f. brands. “From Twitch to Roblox and now ZEPETO, we meet our community where they like to play and give them a platform to fuel discovery, empowerment and self-expression. Every immersive experience we build is an extension of the same vision that drives everything we do: disrupt norms, shape culture and connect communities through positivity, inclusivity and accessibility.”
As part of “Express your e.l.f.,” ZEPETO players can now dress their avatars in e.l.f.-designed digital looks with makeup from e.l.f.’s Power Grip family and hair styles, bags, jewelry and special effects items all inspired by Power Grip’s colors and textures.
Players can also show off their e.l.f. looks by snapping photos and videos against custom e.l.f. backgrounds and sharing them directly to the ZEPETO feed. Together, these features turn the traditional beauty counter into a social playground where experimentation, styling and community meet.
ZEPETO players update their avatars 14 or more times a week, e.l.f. says, giving the cosmetics supplier an opportunity to help these players look and feel their best. ZEPETO sits at the intersection of culture, connecting with players all over the world. ZEPETO reportedly has:
• More than 400 million registered accounts.
• Up to 20 million monthly active players.
• A community that’s predominantly and about 70% Gen Z.
Also this week, Open AI introduced a virtual try-on feature for ChatGPT users.
When users browse clothing and accessories on ChatGPT, they can click the “try on” button, take or upload an image of themselves and then generate images of themselves wearing those products.
Shoppers can save their products to Favorites or make a folder to organize them in their ChatGPT Library. The features are available on ChatGPT’s website and mobile app.
