- E.l.f. Beauty’s skincare brand E.l.f. Skin is shining a highlight on SPF denial with “Sunhinged,” a comedy special premiering June 14 at 6 p.m. ET on YouTube, in accordance with a press release.
- “Sunhinged” shall be hosted by comedian Marie Faustin and is supposed to encourage Gen Z consumers to wear more sunscreen. Guest appearances include singer Meghan Trainor, comedians Andrea Jin and Jon Rudnitsky and drag queen Heidi N Closet.
- The special was inspired by research showing that, despite overall high levels of skincare awareness, 64% of Gen Zers often forget to use sunscreen and only 34% imagine skin cancer is the first reason to make use of it. The effort promotes E.l.f. Skin’s Suntouchable products.
E.l.f. Skin is raising awareness across the importance of SPF with “Sunhinged,” a comedy roast directed on the sun itself. Popular Gen Z skincare routines include layering serums, watching tutorials and following anti-aging rituals, however the group often excludes sunscreen from its habits, per dermatology association research cited by the brand. That’s despite half of Gen Z experiencing severe sunburn in the summertime months.
“At e.l.f., we imagine in meeting our community where they’re — and, on this case – that’s somewhere between a 10-step skincare routine and forgetting sunscreen altogether,” said Kory Marchisotto, CMO at E.l.f. Beauty, in a press release.
“Sunhinged” is an original production from E.l.f., offering a comedic spin on Gen Z’s skincare contradictions with help from host and comedy star Faustin. The deal with comedy was informed by research indicating that 90% of persons are more prone to remember ads which might be funny. Additionally, 75% of Gen Z want brands to make them laugh, per Morning Consult data cited by E.l.f.
As a part of an existing partnership, the wonder and cosmetics marketer linked with the Tribeca Film Festival to showcase its “Sunhinged” trailer on June 6. E.l.f. worked with Above Average, the New York-based comedy production company founded by Lorne Michaels’ Broadway Video, for the special.
Humor is usually a part of E.l.f.’s marketing strategy. E.l.f. Cosmetics teamed with Trainor earlier this 12 months for a 3rd time to show the pop star right into a pilot — the primary captain of E.l.f. Air — in a twist on traditional in-flight safety videos. In September, E.l.f. Skin launched its largest brand campaign to this point, “Divine Skintervention,” starring comedian Megan Stalter as a “Sinfluencer” who encourages consumers to commit skincare sins like sleeping in makeup.
A deal with humor has helped bolster E.l.f.’s commitment to entertainment marketing. The brand aired its first national Super Bowl ad in 2024 and later that 12 months teamed with Jameela Jamil for a “Peculiar Behavior” campaign that casts the British activist and actress as a binocular-touting anthropologist who analyzes the behavior of E.l.f. fans. In February, E.l.f. channeled the world of telenovelas, a kind of soap opera primarily produced in Latin America, for a two-episode, drama-filled series on TikTok.
E.l.f. Beauty reported a net sales increase of 4% to $332.6 million for the period ended March 31 but missed Wall Street’s revenue expectations. Still, the quarter marked the corporate’s twenty fifth consecutive quarter of net sales growth and market share gains. In May, the corporate announced plans to amass Hailey Bieber’s Rhode Beauty for $1 billion.
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