- E.l.f. Cosmetics is releasing an album that’s meant to soundtrack Get Ready With Me (GRWM) videos, a well-liked genre on apps like TikTok, based on a press release.
- “Get Ready With Music, The Album” is the primary product to return from the cosmetic marketer’s latest entertainment arm, E.l.f. Made, and was developed with agency Madwell. An initial single, “Hairpin” by Charlotte Rose Benjamin, dropped Wednesday, with an accompanying music video promoted with E.l.f.
- The full album, which features tracks by other artists like Betty Who and Meduulla, might be available on Spotify, Apple Music, iHeart, YouTube and TikTok starting Oct. 15. E.l.f. Made is a component of the brand’s efforts to remodel right into a more full-fledged entertainment company.
E.l.f., which stands for eyes.lips.face, is making an even bigger crack into the entertainment space to capitalize on social media trends that help drive sales. The brand has made a splash on platforms like TikTok due to GRWM videos, where people walk viewers through their makeup and outfit routines step-by-step, often accompanied by popular tunes. “Get Ready With Music, The Album” shows E.l.f. injecting its brand into additional points of the content funnel, appearing not only because the products on screen but additionally the mastermind behind the sound bites that soundtrack viral videos.
The launch of the E.l.f. Made division builds on past efforts from the wonder and cosmetics company that aim to entertain. E.l.f. has previously released music, including “ojos. labios. cara” with Manuel Turizo and an “e.l.f. the Hauls” holiday album, along with recording the primary branded original music for a TikTok hashtag challenge in 2019.
“Get Ready With Music, The Album” seems like a step up in ambition in relation to music, roping in a roster of up-and-coming artists and involving music videos which might be common to album promotional cycles. One for Benjamin’s “Hairpin” shows the Brooklyn-based artist floating in zero gravity aboard a G-Force One flight.
E.l.f.’s hefty marketing spending has boosted performance in a competitive category subject to fast-changing consumer preferences. The company increased marketing spending to 25% of net sales in fiscal 2024, a significant jump from 7% of net sales in 2019. That translated to a 77% year-over-year increase in net sales in fiscal 2024 to $1.02 billion. Net sales for probably the most recent financial period were up 50% YoY to $324.5 million while E.l.f. raised its full-year guidance.
Other brand marketers are stepping up their entertainment bets to attach with consumers who have cut the cord on traditional ad-supported channels. Chick-Fil-A is exploring original programming for a streaming service, with a give attention to family friendly content, Deadline reported in August.
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