In a first of its kind collaboration, e.l.f. Beauty (NYSE:ELF) customers can now buy cosmetics directly on Amazon (NASDAQ:AMZN) through a partnership with Twitch.
Designed to keep audiences engaged, this ad format between e.l.f. (NYSE:ELF), Amazon Ads (NASDAQ:AMZN), and Twitch allows the brand to connect with “highly-engaged communities” and consumers to purchase products in real time without disrupting viewing.
First launched in 2020, the e.l.f.YOU! channel on Twitch gave the company an opportunity to “game up by the space by bringing beauty into the conversation,” said Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. (NYSE:ELF). With the integration of Amazon Ads, gamers can now purchase products while on the Twitch platform, seamlessly linking e.l.f. (ELF) products to the Amazon (AMZN) platform.
