E.l.f. Cosmetics Pioneers Livestream Shopping Ads on Twitch, Boosting Engagement and Sales
In a groundbreaking move, E.l.f. Cosmetics has become the inaugural brand to implement livestream shopping ads on Twitch, powered by Amazon Ads. This innovative integration aims to drive measurable business outcomes for E.l.f. by facilitating direct product purchases during livestreams.
Enhancing Viewer Experience and Sales Potential
Twitch viewers will now have the opportunity to shop E.l.f. Cosmetics products directly while watching broadcasts on the brand’s channel, E.l.f.YOU! This new advertising format seeks to streamline the marketing process, merging creator content with product discovery and purchase without disrupting the viewer experience.
Key Details of the Integration
- First to Use New Format: E.l.f. is the first brand to experiment with this shoppable ad technology on Twitch.
- Amazon Ads Support: The integration utilizes Amazon’s retail media data, enhancing targeting and measurement capabilities for E.l.f.’s campaigns.
- Live Engagement: According to Sarah Iooss, head of U.S. agency at Amazon Ads, this collaboration introduces “shoppable moments” that keep viewers engaged with content while exploring products.
Implications for Social Commerce
This launch coincides with TwitchCon San Diego 2025, where E.l.f. executives are expected to elaborate on the partnership. It strategically positions E.l.f. in the lead-up to the holiday sales season, a critical period for retail brands.
E.l.f. Cosmetics aims to leverage this new ad format to achieve “more measurable business outcomes” through its creator-driven content, which has already garnered over 43.3 million cumulative minutes viewed and nearly 24,000 followers on Twitch since launching in 2020. While social commerce has seen mixed success in the U.S., the continued investment by platforms like Amazon and competition from other services, such as TikTok, suggests a growing trend towards integrating live shopping with social interactions.
This initiative not only underscores E.l.f.’s commitment to connecting with diverse communities but also highlights the evolving landscape of retail advertising in the digital age.
