Yahoo Finance·2025-10-16 10:41Core Insights - E.l.f. Cosmetics is enhancing its advertising strategy on Twitch with a new in-stream shoppable integration powered by Amazon Ads, aimed at improving performance and targeting for campaigns [3][4] - The initiative coincides with TwitchCon San Diego 2025 and the upcoming holiday season, which is crucial for retail sales [3][4] - E.l.f. aims to achieve measurable business outcomes through this innovative ad format while maintaining viewer engagement [4][6] Company Strategy - E.l.f. Cosmetics launched on Twitch in 2020 to connect with gaming subcultures and support women creators, accumulating over 43.3 million cumulative minutes watched and nearly 24,000 followers on its channel E.l.f.YOU! [4][6] - The new ad format allows Twitch users to purchase E.l.f. products directly during livestreams, marking E.l.f. as the first brand to test this integration on Twitch [6] Industry Context - Amazon has been experimenting with livestreaming and commerce integration, although past efforts have faced challenges in profitability and revenue generation on Twitch [5] - The partnership with E.l.f. represents a strategic move to leverage social commerce, which has seen slower adoption in the U.S. compared to international markets [6]