- American Eagle and E.l.f. Cosmetics have partnered to launch a limited-edition makeup and skincare collection paired with a collaborative marketing campaign, in keeping with a press release.
- The campaign, “From Selfie to Belfie,” features a social media content series and partnership with Gen Z actor Carlacia Grant, who will create content for the brands’ social channels. The retailers also made an original song and custom TikTok filter, offering TikTok users that post with the filter and song a likelihood to win $10,000.
- Consumers can shop the collection on E.l.f. ‘s newly launched TikTok shop, which lives on the brand’s page, and thru livestream shopping platform NTWRK, amongst other channels. The effort is the most recent move by the 2 brands centered around Gen Z.
American Eagle and E.l.f. Cosmetics have routinely unveiled progressive marketing efforts targeted for Gen Z, nevertheless, a tie-up could help the 2 extend into previously uncharted territories. The effort marks the primary fashion partnership for E.l.f. and the primary beauty partnership for American Eagle, per release details, offering the brands a likelihood to more easily tap into area of interest audiences.
“Just like American Eagle, E.l.f. is a team of disruptors who embrace the importance of ‘retailing on the speed of Gen Z,” said Craig Brommers, CMO of American Eagle, in the discharge. “Our brands speak on to Gen Z — we meet them of their closet, while E.l.f. meets them at their vanity.”
Central to the trouble is the four-piece makeup collection, which launched today (March 30), and heavily nods to American Eagle, touting the style retailer’s denim tag on the “Denim Daze” eyeshadow pallet and a pocket beauty bag crafted with the brand’s denim material. An inexpensive price point for the limited-edition release could help drive Gen Z interest, with the costliest item — a bundle including every product — priced at $50.
Timed to the collection’s launch, the “Selfie to Belfie” campaign (the latter term a portmanteau of “butt” and “selfie”) is supposed to encourage consumers to share each their makeup and jean looks. With a powerful focus on TikTok, app users can share a video boasting their looks using the hashtags #elfAE and #Sweepstakes, the custom TikTok filter and original song, “Take a Belfie,” for the possibility to win the collection, money prize and naming rights because the “Jean Queen.”
Original songs aren’t latest for either brand, but have grown increasingly popular for TikTok marketing efforts. Last 12 months, American Eagle became the primary brand on the platform to make use of the SoundOn feature to craft an original song, while E.l.f. in 2019 was the primary to launch a branded hashtag challenge that featured an original song. The beauty retailer also released its second original song, “Lip Positions,” earlier this month.
While an emphasis on TikTok isn’t unusual for either brand, the most recent effort arrives as U.S. threats of a nationwide ban against the ByteDance-owned platform intensify, indicating how necessary of a marketing asset the app has turn into for retailers vying for Gen Z. To round out the campaigns, the brands are also trying to livestream shopping — an asset that has been slow to grow — through E.l.f.’s TikTok shop, which allows users to buy products featured in posts and livestreams, and on livestream shopping platform NTWRK, the latter also including a selfie stick available for purchase.
The tie-up between American Eagle and E.l.f. continues an extended stretch of digitally driven efforts by the 2 brands. E.l.f has turn into increasingly focused on its digital strategy as the tip to third-party cookies looms while continuing to focus on area of interest audiences like gamers. Likewise, American Eagle has seen a powerful return on investment from its bets on Snapchat’s augmented reality tools and its ongoing presence on Roblox.
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