e.l.f. Cosmetics announces launch of its first beauty shopping experience for Apple Vision Pro
e.l.f. Cosmetics has launched one of the first beauty shopping apps for Apple Vision Pro, the new spatial computer from Apple that blends digital content with the physical space around you.
The brand says that the “your best e.l.f.” visionOS app includes first of its kind features specifically designed for Apple Vision Pro to take advantage of its three-dimensional (3D) user interface that users control with intuitive hand and eye movements.
The spatial experience encourages users to unwind and explore the best versions of themselves through playful, inspirational environments that contextualise an assortment of 3D e.l.f. products.
In addition to shopping via Apple Pay, users can participate in relaxing activities to be “your best e.l.f.” such as guided meditations, stretching exercises and an interactive “Paint by Numbers” game.
The app was created in partnership with 2023 RTIH Innovation Awards winner Obsess.
“Your best e.l.f. is a game-changing beauty experience that welcomes users to relax, de-stress and focus on being their best self,” says Ekta Chopra, Chief Digital Officer, e.l.f. Beauty.
“Partnering with Obsess to launch one of the first beauty shopping apps for Apple Vision Pro is an evolution for our brand, which has always been digitally-led. We are champions for innovation and new technology platforms.”
“The decision to launch on Apple Vision Pro is not only natural for us; it is critical to continue to meet our community – and entertain them – wherever they are.”
Users are invited to explore three environments – Camo Cove, Big Mood and Halo Glow – each themed after an e.l.f. holy grail product available for sale within the app.
All in-app products and scenes have been modelled in 3D and rendered at a 4K display from each eye of the device.
“We know that emotional connection plays a large role in consumer decision-making, and that's the intention behind the e.l.f. app for Apple Vision Pro," says Neha Singh, CEO and Founder, Obsess.
"The your best e.l.f’ is a space where the e.l.f. community can indulge in a deeper relationship with the brand through immersive exploration and branded games. Offering users an entirely new way to engage with the brand, the app paves the way for a new era of spatial shopping and immersive storytelling for beauty.”
To celebrate the launch of the experience, e.l.f. will host a sweepstakes to win the Apple Vision Pro. Keep an eye on e.l.f.’s social channels for more details on how to enter.
2023 RTIH INNOVATION AWARDS
Obsess emerged victorious at the 2023 RTIH Innovation Awards, picking up the Virtual Store of the Year gong for its work with American Girl.
Our 2023 winners were revealed at a fantastic awards ceremony, which took place at the Barbican Centre in central London.
The event was held on Wednesday, 29th November, maintaining its popular evening format, with a drinks reception in the stunning Conservatory, followed by a Christmas themed three course meal, and awards ceremony in the Garden Room.
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