e.l.f. Cosmetics has launched a new limited edition 8-piece collection, Game Up, where gaming meets makeup and skincare.
e.l.f. Cosmetics has launched a new limited edition 8-piece collection, Game Up, where gaming meets makeup and skincare.
OAKLAND, Calif.--(BUSINESS WIRE )--As the next step in e.l.f. Cosmetics’ journey deeper into the gaming world and metaverse, e.l.f. has launched a new limited edition 8-piece collection, Game Up, where gaming meets makeup and skincare. With electric shades, high-energy scents and supercharged formulas, it’s giving high scores at low prices. Game Up is available now exclusively on elfcosmetics.com. Game Up will be available at Target stores and Target.com on July 10 and at Shoppers Drug Mart and Shoppersdrugmart.ca on July 18.
“e.l.f. was an early adopter in beauty on Twitch,” says Patrick O’Keefe, Vice President of Integrated Marketing Communications at e.l.f. Beauty. “We want to uplift and empower all creators in the gaming world through inclusivity, positivity, and accessibility. We are excited to continue to break boundaries at the intersections of entertainment, gaming and beauty.”
Gamers and beauty enthusiasts can play with bright, creative colors when they explore the new collection:
UNLOCK THE SECRET CODE WITH E.L.F. BEAUTY SQUAD
Each Game Up product contains a secret code that can be redeemed for bonus points, gift cards and more. Play the game by joining e.l.f.’s Beauty Squad loyalty program where members can flex their skills! Beauty Squad members who collect the entire Game Up collection and enter all the secret codes will win a surprise product reward. Start playing today (click here).
GAME UP IN IRL ON JULY 13
Game Up will come to life IRL at a Los Angeles-based arcade bar. Top gamers in the area will get together for a night of retro arcade games on July 13. Watch in real time as the event will be livestreamed across e.l.f.’s Twitch channel: @elfYOU, and keep tuning across all of e.l.f.’s social channels for more Game Up moments: Instagram, Facebook, Twitter and TikTok.
About e.l.f. Cosmetics
Since 2004, e.l.f. Cosmetics has made the best of beauty accessible to every eye, lip and face. We make high-quality, prestige-inspired cosmetics and skin care products at an extraordinary value and are proud to be 100% vegan and cruelty-free. As one of the first online beauty brands, e.l.f. continues to attract a highly engaged audience and set benchmarks with new digital platforms. Our brand is widely available at leading retailers such as Target, Walmart and Ulta Beauty, and has a growing international presence.
Learn more by visiting www.elfcosmetics.com
Corporate Communications: Melinda Fried mfried@elfbeauty.com
SuJin Oh soh@lippetaylor.com
Consumer Media Inquiries: Danielle Marmel Danielle@weareshadow.com
Corporate Communications: Melinda Fried mfried@elfbeauty.com
SuJin Oh soh@lippetaylor.com
Consumer Media Inquiries: Danielle Marmel Danielle@weareshadow.com