e.l.f. Cosmetics scores a social commerce first as it preps debut of TikTok Shop Super Brand Day

e.l.f. Beauty has announced that e.l.f. Cosmetics will be the first brand featured in a TikTok Shop Super Brand Day, running 31st March to 3rd April.

The highlight will be the debut of Power Grip Dewy Setting Spray, e.l.f.’s newest product.

e.l.f. Cosmetics has penned an original song for the debut of Power Grip Dewy Setting Spray on TikTok Shop. The lyrics – set to a hip-hop beat - break down how to use it.

“Being the first brand partner in a TikTok Shop Super Brand Day unites an unique trifecta: introducing a new product, debuting an original song, and shining a spotlight on our shop. We wanted to surprise and delight our community who have been with us since our first viral moment on TikTok,” says Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty.

“It was important for us to make a bold entrance and show up in a disruptive way to this party, and what better way than a new product and another original song for the platform.”

e.l.f. and TikTok point to a “unique opportunity to drive in-the-moment excitement and the ability to create a viral sensation with millions of views while prioritising entertainment”.

"e.l.f. has thrived on TikTok Shop by creatively engaging with our community and building exciting, culturally relevant moments,” says Nico Le Bourgeois, Head of TikTok Shop US Operations.

"We're thrilled to partner with e.l.f. on this campaign and showcase products that shoppers can purchase directly on TikTok Shop."

Apple Vision Pro

e.l.f. Cosmetics recently 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,” said 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," said 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.