"E.l.f. Cosmetics wants to bring shopping to Twitch. The beauty brand has teamed with Amazon Ads to trial a live shopping element on the streaming platform that would allow viewers to purchase E.l.f. products directly through a Twitch stream, without interrupting their viewing experience. The launch is the first of its kind for Amazon-owned Twitch, which has been around for more than a decade but gained prominence during the COVID-19 streaming boom."
"Streamers native to the platform like Kai Cenat, Hasan Piker and DDG, who are known for hours-long, chatty streams have become household-name celebrities, particularly among Gen Alpha and Gen Z. Cenat launched a body care and fragrance brand this year called Tone alongside the other members of his content group, AMP, which now sells at Target. And in March, La Roche-Posay tapped number-one Twitch gamer Tyler Ninja Blevins as a partner for its Save Your Skin platform, dedicated to skin cancer detection and prevention."
E.l.f. Cosmetics partnered with Amazon Ads to trial an integrated live shopping feature on Twitch that enables viewers to purchase products directly within a stream. The effort represents a first-of-its-kind shopping integration for Amazon-owned Twitch, leveraging the platform's long-form, conversational creator culture. Prominent Twitch creators have launched consumer brands and taken part in brand collaborations, demonstrating audience reach among Gen Alpha and Gen Z. E.l.f. has operated an Elfyou channel on Twitch since 2020, maintains roughly 24,000 followers, collaborates with female streamers, and recorded a peak stream audience of about 1.1 million viewers.
Read at wwd.com
Unable to calculate read time
Collection
[
|
...
]