- E.l.f. Cosmetics today (Aug. 11) launched a campaign, “e.l.f.ino & schmarnes,” starring drag superstar Heidi N Closet and comedian Matt Rife, in accordance with details shared with Marketing Dive. The effort spans digital content and an in-person event.
- The satirical effort features a 60-second video that features Heidi N Closet as “e.l.f.ino” and Rife as “schmarnes,” a fictional legal duo rallying for accessible, high-quality beauty products. The video will appear on YouTube and other brand-owned channels.
- The beauty marketer will host a pop-up event on Aug. 13 at The Oculus in New York City, where consumers can “claim the advantages” to which they’re entitled, per release details, including E.l.f. products. Consumers may call 1-855-COLD-HARD-LASH to go away a message a couple of “beauty grievance,” like overpriced products.
E.l.f. Cosmetics, a brand from E.l.f. Beauty, is making a case against makeup markups with its latest legal-themed campaign. Prior to “e.l.f.ino & schmarnes,” the brand aired its first national Super Bowl ad with former “Judge Judy” star Judy Sheindlin. The spot, “Judge Beauty,” promoted its Halo Glow Liquid Filter product as a substitute for overpriced cosmetics. The marketer also released a real crime parody, “Cosmetic Criminals,” last yr.
Key to “e.l.f.ino & schmarnes” is a 60-second video that stars Heidi N Closet and Rife as a stereotypical legal duo on a mission to place “cold, hard lash” in consumers’ pockets. The video begins with Rife asking, “Has overpriced beauty hurt your wallet?” before Heidi N Closet chimes in to say, “E.l.f. that.” As the video progresses, the pair touts their ability to help consumers who’ve been done incorrect by pricey makeup, promising to assist them secure “eyes, lips, funds” — a play on the abbreviation for E.l.f., which stands for eyes, lips and face.
Heidi N Closet previously teamed with E.l.f. Beauty skincare brand E.l.f. Skin for a comedy special called “Sunhinged” meant to encourage Gen Z consumers to wear more sunscreen. The star’s latest campaign for the marketer alongside comedian Rife is meant to be surprising, in accordance with Laurie Lam, chief brand officer at E.l.f. Beauty.
“We stand for each eye, lip and face but we’re also e.l.f.ing funny. ‘e.l.f.ino & schmarnes’ disrupts norms, pushes boundaries, and sparks conversation. Our legal-eagle duo — two entertainers — is unexpected, making a satirical campaign with an e.l.f. wink,” Lam said in emailed comments to Marketing Dive.
E.l.f. can be bringing “e.l.f.ino & schmarnes” to life with an in-person event at The Oculus in New York City on Aug. 13 from 12:30 to six:30 p.m. ET. Attendees can expect appearances from Heidi N Closet along with a fleet of “beauty attorneys” who can be engaging with the gang in courtroom glam. Additionally, participants who file a beauty grievance will give you the chance to win E.l.f. products or gift cards. Consumers may pull from a mystery case file for the prospect to win surprise savings, like a full-sized E.l.f. product, while a jumbo Settlement Scale can be tracking the actual amount New Yorkers say they’ve spent on prestige beauty.
The latest campaign from E.l.f. sees it continuing to focus on affordability in its marketing. Seventy-five percent of the brand’s products are $10 and under, per release details. Last fall, parent E.l.f. Beauty launched a campaign entitled “Dupe That!” encouraging other firms to affix it in prioritizing making a positive impact, including through moves like implementing more cost-effective pricing.
Beyond its latest campaign, E.l.f. earlier this yr teamed with Pinterest to create a synthetic intelligence-powered color evaluation tool called “color e.l.f.nalysis” meant to assist consumers find makeup shades that complement their unique features. In January, the marketer reteamed with Meghan Trainor to show the pop star right into a pilot for a twist on in-flight safety videos.
E.l.f. Beauty beat Wall Street’s expectations in its fiscal first quarter of 2026, the three months ended June 30, though its profits fell 30% year-over-year as latest tariffs on Chinese imports impact the corporate’s bottom line. The company saw net sales increase 9% year-on-year to $353.7 million.
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