As part of Snap’s first virtual make-up drop ever, Snapchatters can now claim a free digital version of e.l.f. Cosmetics’ new O Face Satin Lipstick for their in-app avatars (or Bitmoji personas). The move marks a notable step in Snapchat’s virtual fashion strategy as the company bets on the growing importance of digital avatars.
Although the term “metaverse” has somewhat dissipated from headlines since Meta’s rebrand and shoddy experiment, avatars and digital fashion continue to evolve in virtual-world gaming platforms like Roblox, Fortnite and Minecraft, and social platforms like Snap.
The company has been investing in the trend for a while now through its popular Bitmoji platform, which has allowed Snapchatters to create digital personas since 2007. Since then, major brands have created Bitmoji fashion collections including Adidas, Converse, Nike, Jordan, Crocs, Levi’s, American Eagle, Vans, Nickelodeon, and Carhartt.
There are currently about 2 billion Bitmojis in use, with over a trillion possible outfit combinations available for the avatars.
According to the company, 85% of Gen Zers living in the U.S. have created a Bitmoji avatar, and 74% of users style their Bitmoji in the same brands they wear in real life, providing potential insight on digital drops' impact on real-world purchases.
For e.l.f.’s lipstick launch, users are able to try out eleven different shades on their avatar and their own lips through an in-app Try-On Lens offering --an experience that e.l.f. previously provided for its launch of its Power Grip Primer earlier this year.
Attempting to deliver a seamless shopping experience alongside this expanded interest in digital goods, Snap is allowing users to purchase e.l.f.’s new lipstick product through a dedicated in-app Bitmoji link.