In addition to shopping via Apple Pay, users can participate in activities to be “your best e.l.f.” such as guided meditations, stretching exercises and an interactive “Paint by Numbers” game.
Users are invited to explore three distinct environments: Camo Cove, Big Mood and Halo Glow. They are each themed after an e.l.f. holy grail product available for sale within the app.
All in-app products and scenes have been modeled in 3D and rendered at a 4K display from each eye of the device.
Ekta Chopra, chief digital officer, e.l.f. Beauty, said, "Your best e.l.f.’ is a game-changing beauty experience that welcomes users to relax, de-stress and focus on being their best self. Partnering with Obsess to launch one of the first beauty shopping apps for Apple Vision Pro is an evolution for our brand, which has always been digitally-led. We are champions for innovation and new technology platforms. The decision to launch on Apple Vision Pro is not only natural for us; it is critical to continue to meet our community—and entertain them—wherever they are.”
Neha Singh, CEO and founder, Obsess, said, "We know that emotional connection plays a large role in consumer decision-making, and that's the intention behind the e.l.f. app for Apple Vision Pro. The `your best e.l.f.’ is a space where the e.l.f. community can indulge in a deeper relationship with the brand through immersive exploration and branded games. Offering users an entirely new way to engage with the brand, the app paves the way for a new era of spatial shopping and immersive storytelling for beauty.”