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E.l.f. Cosmetics returns to metaverse on avatar-based gaming platform
E.l.f. Cosmetics is re-entering the metaverse by partnering with the avatar-based gaming platform Zepeto to promote its Power Grip line, following successful activations on platforms like Roblox and Twitch. This move highlights the brand's commitment to engaging with younger audiences in digital spaces. Brand strategists can take note of the effectiveness of immersive experiences in reaching target demographics.
Marketing Dive: After the success of activations on Roblox and Twitch, the cosmetics brand is partnering with Korea-based Zepeto to showcase its Power Grip line.
E.l.f. Cosmetics' return to the metaverse through a partnership with Zepeto signifies a significant trend in brand engagement with younger audiences, making it highly relevant and impactful for brand strategists, while also introducing a fresh approach to digital marketing.
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