E.l.f. Cosmetics will collaborate with Amazon-owned video game livestreaming platform Twitch to allow viewers to seamlessly purchase E.l.f. products directly through Twitch streams. The “eyes.lips.first.” shoppable element, powered by Amazon Ads, will initially appear on the official E.l.f. Twitch channel, e.l.f.YOU!
Since launching on Twitch in 2020, E.l.f. has built a community engaging with gamers, beauty enthusiasts and creators, with initiatives including custom tournaments, creator partnerships and limited-edition product collaborations.
“Livestreaming on Twitch has always been about self-expression, and we saw an opportunity to ‘game-up’ the space by bringing beauty into the conversation and creating a safe space for every eye, lip and face,” said Patrick O’Keefe, Chief Integrated Marketing Communications Officer at E.l.f. Beauty, parent company of E.l.f. Cosmetics, in a statement. “From the start, e.l.f.YOU! was designed to empower female gamers, celebrate creativity and build confidence at the intersection of makeup and the streaming culture.”
The new shoppable ad format on Twitch helps brands connect with highly engaged communities by turning creator content into a moment of product discovery and conversion without disrupting the viewing experience.
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“Twitch is where communities and creators connect through authentic, live engagement — and now, through shoppable moments,” said Sarah Iooss, Head of U.S. Agency at Amazon Ads in a statement. “We’re thrilled to partner with E.l.f. to test this innovative new format that keeps viewers immersed in the content they love while discovering and purchasing products in real time.”
