E.l.f. Cosmetics is running a second metaverse play, this time through an avatar-based gaming platform, according to Marketing Dive. The move marks a return after the brand's earlier metaverse experiments, and signals a deliberate strategy: treat virtual avatar environments not as novelty stunts, but as sustained brand-presence channels where young consumers spend discretionary time.
The brand is placing cosmetics assets directly onto avatars inside a gaming platform. Players can dress their digital characters in E.l.f.-branded looks, integrating the brand into the visual identity layer of the game. The execution is native to the platform — not a standalone branded world, but cosmetics that live inside an existing player base and persist across sessions.
This works because it separates awareness from conversion. E.l.f. is not asking players to leave the game and buy lipstick. The brand is earning repeated visual impressions in an environment where players curate their avatar appearance with the same care they curate a social feed. Each time a player selects an E.l.f. cosmetic item, and each time another player sees that avatar, the brand registers as part of the platform's aesthetic vocabulary. The mechanism is closer to product placement in a television show than to a pop-up shop — the brand becomes scenery in a space where the audience is already engaged.
The second-round nature of the move matters. Brands that treat metaverse plays as one-off experiments typically see a spike in attention followed by silence. Brands that return with iteration signal to platform operators, agency partners, and their own internal teams that the channel is not speculative — it is part of the media mix. E.l.f.'s return suggests the earlier play delivered enough data or brand lift to justify continued investment, even if the company has not disclosed specific performance numbers.
For a physical-product brand with modest budget, the steal is straightforward: identify one avatar platform where your target customer is already active, and negotiate in-platform brand placement or sponsorship of avatar items. Start with platforms that allow user-generated cosmetic assets or offer branded item drops. Roblox, Zepeto, and VRChat all support this model. Contact the platform's brand partnerships team or work through an agency that specializes in metaverse activations — costs can range from $5,000 to $25,000 for a small-scale branded item drop, depending on platform and exclusivity.
Design the asset to match the platform's visual style, not your physical packaging. The item should feel native. Offer it free to players if budget allows, or make it earnable through in-game activity. Track how many players select the item, how long they keep it equipped, and whether your brand name is mentioned in platform chat or social media. You are not optimizing for immediate sales — you are buying repeated impressions in a high-attention environment where your customer is making aesthetic decisions.
The broader pattern: as avatar platforms mature, they become media inventory. E.l.f. is treating them as such, running a second campaign in a channel that delivered enough signal to warrant the next spend. The play is replicable at any scale, and the cost compares favorably to a month of paid social with equivalent reach.
E.l.f. is running avatar-based cosmetics placement for the second time, treating metaverse platforms as persistent media inventory, not novelty experiments.
Editorial & Disclosure Notice: This article was written with artificial intelligence from public sources and is published without individual human review. Artificial intelligence and other digital tools are also used for research, analysis, editing, formatting, and production. Errors, omissions, outdated information, or inaccuracies may occur. References to companies, brands, products, services, organizations, or individuals are for informational and editorial purposes and do not imply endorsement, sponsorship, affiliation, partnership, or approval unless expressly stated. All trademarks and other intellectual property remain the property of their respective owners. Opinions, analysis, estimates, and commentary are informational only and should not be construed as financial, investment, legal, tax, medical, procurement, or other professional advice. Information may be corrected, clarified, or updated after publication. Corrections or removal requests: jenny@pops4.com.
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