Beauty Squad Glow Up
We believe a good loyalty programme 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 programme, 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
Beauty/Cosmetics
Services
Visual Identity
UX & UI Uplift
Games
REIMAGINING HOW LOYALTY SHOWS UP FOR OVER 5M OF E.L.F.’S BEAUTY SQUAD MEMBERS
REIMAGINING HOW LOYALTY SHOWS UP FOR OVER 5M OF E.L.F.’S BEAUTY SQUAD MEMBERS
Beauty Squad Glow Up
We believe a good loyalty programme 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 programme, 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.
Services
Visual Identity
UX & UI Uplift
Games
Year
2024 - Current
Client
e.l.f. Cosmetics
Industry
Beauty/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 Beauty Squad. Uplifted the ways in which customers could earn and redeem points and optimised the digital product merchandising across e.l.f.'s loyalty platform.
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 Your e.l.f.
Highlights
+15%
LOYALTY Memberships
Since soft launching we’ve seen a 15% increase in Beauty Squad memberships
+15min
Average Game Session
Impressive average game session of 15m 28s
700
Assets Delivered
Delivered over 700 web, app, email, website and icon assets