- E.l.f. Beauty launched a social-first campaign, “The Sound of Kindness,” in partnership with skincare company Beekman 1802 and research partner Kindness.org, per details shared with Marketing Dive. The effort is timed to World Kindness Day, which takes place Nov. 13.
- The campaign is inspired by the insight that audio can boost emotional wellness and includes audiovisual stories from all of E.l.f. Beauty’s brands, Kindness.org and Beekman 1802 designed to interrupt the content on users’ social feeds and forestall doomscrolling.
- E.l.f. and Beekman 1802 are also returning to Roblox following a collaboration around World Kindness Day last yr, and E.l.f. will host a Twitch livestream on Nov. 13 to debate the science of sound and its impact on emotion.
E.l.f. is leaning into the power of sound for World Kindness Day in a push to curb doomscrolling, the motion of scrolling through depressing content on social media, and encourage consumers to acts of kindness as a substitute. The campaign is informed by studies reviewed by Kindness.org revealing that “kindness is nice for you” and audio can boost emotional wellbeing, help lower stress, enhance mood and encourage prosocial behavior, per release details.
Key to the campaign are unique audiovisual stories that will likely be shared by all of E.l.f. Beauty’s brands — E.l.f. Cosmetics, E.l.f. Skin, Well People, Alicia Keys’ Keys Soulcare, Naturium and recently acquired Rhode, the skincare brand founded by Hailey Bieber — together with Beekman 1802 and Kindness.org. For example, E.l.f. Cosmetics and E.l.f. Skin’s ASMR content will transform product sounds into calming natural elements, while Rhode’s content will focus on the sound of running water, paired with visuals of a bubble bath.
@elfyeah that is your sign to pause, listen, and loosen up this #WorldKindnessDay ???? did you realize natural sounds can actually lower stress and boost positive vibes ☺️ we’re proud to collaborate with @Beekman 1802 , @Well People , @Keys Soulcare , @Naturium , and @rhode skin on this meaningful campaign inspired by research from @Kindness.org ???? what sounds encourage kindness for you ???? #elfcosmetics #eyeslipsface #makeupasmr #soundbath ♬ original sound – e.l.f. Cosmetics
Beekman 1802’s content will feature baby goats at play, a mirrored image of the incontrovertible fact that goat milk is a key ingredient within the brand’s products. Kindness.org will share an instrumental “You Are My Sunshine” soundtrack. The content is meant to disrupt users’ feeds and will likely be combined with a call-to-action to pay it forward and share the moments with others.
E.l.f. and Beekman 1802 are also returning to Roblox, constructing on a partnership from last yr around World Kindness Day, to supply players an immersive world full of various calming sounds. As part pf the experience, which launches Nov. 13, users can find baby goats, one other call back to Beekman’s brand, and welcome them to a “Kind Farm.” E.l.f. first activated on Roblox in 2023 with E.l.f. Up!, an experience designed to show financial literacy and cater to Gen Z’s entrepreneurial spirit.
Additionally, E.l.f. will host a livestream on Amazon-owned Twitch on their E.l.f. You! channel featuring Beekman 1802 co-founder Dr. Brent Ridge, Kindness.org Chief Science Officer Dr. Oliver Scott Curry and Adrian DiMatteo, a sound therapist and founder of the Sonic Institute. The livestream will likely be hosted Nov. 13 at 4 p.m. EST and showcase the executives discussing the science of sound and creating an E.l.f. Beauty-inspired soundscape for the community.
E.l.f. has repeatedly made purpose a core part of its marketing strategy. The beauty purveyor last month launched a worldwide campaign entitled “Give an e.l.f.” to showcase its annual Impact Report, which highlights the brand’s achievements in areas like culture and the environment, and challenges consumers to fuel their very own sense of purpose. A yr ago, the corporate launched “Dupe That!,” a campaign inviting other firms to affix its efforts in making a positive impact.
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