e.l.f. Cosmetics teams up with Flaunt to revolutionize loyalty program with historic Roblox integration

• e.l.f. Cosmetics made history on Sunday, May 26th, becoming the first beauty brand to serve as primary sponsor of an Indianapolis 500 driver for the 108th running of the race.
• To celebrate the event, e.l.f. transformed its popular Roblox experience, “e.l.f. UP!” into the iconic Indy 500 racetrack, engaging e.l.f. and Roblox fans alike in racing-themed quests to earn rewards.
• In partnership with Flaunt, e.l.f. integrated its loyalty program - “Beauty Squad” - with Roblox, incentivizing new & existing members to engage with the brand’s immersive experience to earn exclusive virtual and real-world perks.

‍e.l.f. makes history…again

‍On the heels of some of the most innovative and eye-catching marketing campaigns in history, e.l.f. Cosmetics was at it again for the Indianapolis 500 Race Weekend, becoming the first beauty brand to serve as a primary sponsor of a driver. In a truly special moment for female drivers and fans, e.l.f. partnered with Katherine Legge, the only female driver in the race and one of only nine women to ever compete in the Indy 500.

‍

‍

To celebrate the occasion, e.l.f. brought to life several consumer activations around the IMS track and downtown Indianapolis throughout the weekend, including:

• “Lip Oil Change” - a racetrack-themed activation featuring a female DJ, "glow-up" artists, special edition e.l.f. merchandise, and e.l.f.’s Glow Reviver Lip Oils
• The first-ever Indy 500 Drone Show in downtown Indianapolis, including 500 drones making 2-D and 3-D shapes, images, and animations celebrating Legge’s car and more
• A Snapchat lens extension, race day livestream on Twitch, and Lip Oil giveaway to 500 Beauty Squad loyalty program members

Perhaps the most innovative activation of them all, though, was a limited-time rehaul of its Roblox experience, e.l.f. UP!, built by gaming studio, Supersocial in partnership with eGEN, a full service gaming advisory business. The Indy 500-themed mini-game on Roblox featured a beauty industry-first, loyalty program integration, powered by Flaunt.

‍Flaunt powers Roblox x Beauty Squad integration

‍With help from Flaunt, e.l.f. is able to offer a completely new engagement and rewards experience to its loyalty members during this campaign. For a limited-time, Beauty Squad members can visit e.l.f. UP! on Roblox and claim a free avatar accessory and other major rewards in the program. 

‍

Here’s how it works:

1. Visit rewards.elfcosmetics.com 
2. Log in (or sign up) to e.l.f. Beauty Squad
3. Connect a Roblox account

‍

The first 12,000 members to visit e.l.f. UP! upon completing the above may claim a free Lip Oil Boba Tea “UGC” item on Roblox and will find 250 points and a $5 voucher added to their Beauty Squad account. The campaign is set to run through June 9, 2024.

‍

‍

Said Brigitte Barron, e.l.f.’s Director of Global CRM & Customer Growth, “We are always looking to add new and meaningful ways for our members to engage and earn rewards. This campaign not only celebrates an incredible partnership with Katherine Legge, but integrating Beauty Squad and e.l.f. UP! extends an invitation to so many new e.l.f. fans to join our community. We are excited to partner with Flaunt to bring this to life.”

‍

‍

Brand marketing meets loyalty & CRM

‍e.l.f.’s campaign is indicative of a larger industry trend - the convergence of Brand Marketing with Loyalty & CRM.

As of Roblox’s most recent earnings report, it purports 77.7m daily active users who spend an average of more than 2 hours per day on the platform. With this much engagement, brand marketers have not only been taking notice, but investing heavily in building their own immersive experiences and running immersive ad campaigns. According to its dedicated brand hub, more than 300 branded activations had taken place on Roblox through Q4 2023. But in this economic environment, brand leadership teams are hungry for immediate ROI, and many have been looking to get more out of the platform.

Enter loyalty.

Flaunt CEO, Connor Kelley, shares, “Marketing teams and Loyalty teams used to be at odds. Marketing was focused on storytelling, impressions, and third-party data. Loyalty was focused on retention, email/SMS, and customer experience. 

Now, they are sitting at the same table with problems that one another can solve. Marketing teams need first-party data to build targeted campaigns given data privacy changes and down-funnel KPIs to meet increased ROI expectations. Loyalty teams need to prove that they are a growth engine, not a cost center, and appeal to next-generation consumers that spend their waking hours, socializing and gaming online.”

“Right now, e.l.f. is at the forefront of the marketing industry, bridging some of the most clever brand campaigns we’ve ever seen with their incomparable Beauty Squad loyalty program,” said Kelley of the partnership with e.l.f. “We’re e.l.f.ing proud to be partnering with eGen, Supersocial, Roblox, and the brilliant team at e.l.f. in support of this activation taking place right around the corner from Flaunt headquarters in downtown Indianapolis.”

For more information about e.l.f. or Flaunt, please visit www.elfbeauty.com or www.flauntloyalty.com.