E.l.f. Cosmetics and experiential e-commerce company Obsess launched the Virtual Luxe Lounge, an immersive digital shopping experience for e.l.f. Beauty Squad members in the U.S. and the UK. 
 
Ekta Chopra, Chief Digital Officer, e.l.f. Beauty, said, 
 
“Our community is at the heart of everything that we do, and we’re thrilled to offer our most loyal community a unique and interactive way to shop our most-coveted holy grail products.”
 
The e.l.f. Beauty Squad is the brand’s loyalty program, which is now offering members the opportunity to explore a speakeasy-themed, 3D environment where they can shop new product drops for the holiday season and access exclusive coupons to redeem at checkout.
 
Neha Singh, Founder and CEO of Obsess, commented, 
 
“This is the first time we’re incorporating a loyalty program into a 3D, virtual experience to exclusively offer its most engaged audience a new way to shop. E.l.f. has cemented itself as an innovative brand leader, and we are thrilled to partner with the company once again, following the success of our previous collaborations to launch virtual shopping experiences.”

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