Beauty Squad Glow Up

We believe a good loyalty program is more than just a transaction between a business and its customers. To unlock the next level of e.l.f.’s relationship with its customers, we spent 6 months overhauling their loyalty program, Beauty Squad.

Tasked to put the Squad in Beauty Squad we redefined their loyalty strategy, moving it from rational to emotional. Taking a data first approach and creating an experience that was scalable and agnostic to any region as e.l.f. is a truly global business.

Client

e.l.f. Cosmetics

Year

2024

Industry

Cosmetics

Services

Visual Identity

UX & UI Uplift

Games

REIMAGINING HOW LOYALTY SHOWS UP FOR OVER 5M OF E.L.F’S LOYALTY MEMBERS

DISRUPTING WHAT’S POSSIBLE ON ROBLOX WITH THE #1 GEN Z BEAUTY BRAND.

e.l.f. UP!

eGEN leads e.l.f.’s pioneering Roblox strategy, making one of the highest-rated branded experiences, With over 25 updates over 18 months, e.l.f. UP! continues to push boundaries of what a brand can do on platform.

Services

Strategic development

Branded partnerships

Creative Ideation

Livestreaming & Content Production

Year

2024

Client

e.l.f. Cosmetics

Industry

Cosmetics

Since launching e.l.f. up! less than a year ago, eGen has:

Diversified e.l.f revenue

Created a new non-makeup revenue stream from digital goods and avatar wearables for the first time in  e.l.f.’s history.

Grown new loyalty program members

Drove tens of thousands of sign-ups to their loyalty programme from Roblox users, turning players into ‘real world’ members.

Exploded reach to brand new fans

Drove awareness and cemented e.l.f. brand love with a new demographic of highly engaged Gen Z gamers, on and off Roblox.

As part of the overhaul we:

Created a new Visual Identity

Redesigned Beauty Squad to relate to its core audience, bringing to life the essence of e.l.f. For their 5 million members through badges, imagery and icons.

Uplifted the UX & UI

Reimagined the site architecture for easy access to rewards, the various ways in which customers could redeem points and giving the product merchandise a glow up!

Gamified loyalty

We introduced a new mechanic for customers to earn points through playing mobile games, launching three games to increase engagement and dwell time across their platform; e.l.f. Blast, Escape from power grip mountain and the AR game connecting their bricks and mortar stores - Collect you e.l.f.