- E.l.f. Cosmetics is moving into the world of telenovelas, a form of soap opera primarily produced in Latin America, for a brand new campaign based in Mexico, per a press release.
- “Descubre e.l.f.ecto” — which translates to “Discover the e.l.f. effect” — features a two-episode, drama-filled series on TikTok and Instagram meant to showcase the cosmetic purveyor’s top products and budget-friendly pricepoint.
- The effort, made with creative agency 72andSunny, also includes out-of-home ads in Mexico City, Monterrey and Guadalajara. The entertainment-focused marketing play follows E.l.f.’s entrance into Sephora Mexico in October.
E.l.f. Cosmetics is making over the enduring telenovela genre with “Descubre e.l.f.ecto.” The content push lands on the tails of the brand’s entrance into Sephora Mexico in October, its first availability on the retailer.
“At e.l.f., we’re not only launching a campaign; we’re introducing a brand new era of beauty in Mexico,” said Kory Marchisotto, CMO of E.l.f. Beauty, in a press release. “’Descubre e.l.f.ecto’ is a culturally relevant and entertaining invitation to our community to experience high-quality beauty products without breaking the bank. We are rewriting the script of what reasonably priced luxury may be.”
E.l.f. has leaned further into entertainment-based marketing to speak its value proposition and capitalize on the recognition of apps like TikTok. The company has seen a powerful run of growth lately, partially because of its social media savvy, but recently cut its guidance following a patchy holiday period and soft January sales. The potential for TikTok to be banned within the U.S. would hamstring one in every of its core communications channels.
“Descubre e.l.f.ecto” features a two-episode series on TikTok and Instagram that features popular E.l.f. products akin to its Brow Laminating Gel and Glossy Lip Stain. In the primary episode, a young girl seeks guidance on the best way to make her makeup last ahead of meeting up together with her ex-boyfriend. When E.l.f.’s Power Grip Primer is presented as an answer, the girl is shocked to learn it won’t cost her soul to make use of it.
In the second clip, a bunch of individuals is seen discussing the colour on a lady’s cheeks, asking questions like, “Do you’re thinking that it’s real?” and making statements like “Maybe it’s a brand new lover that’s making her blush. I heard her say it lasts for an extended, very long time.” However, the girl ultimately points out that the colour is from E.l.f.’s Camo Liquid Blush, and that it “costs almost nothing.”
Other entertainment-oriented marketing efforts of late include a team-up with Meghan Trainor that turned the pop star right into a pilot for a twist on in-flight safety videos. Last summer, E.l.f. released a “Peculiar Behavior” campaign that helped launch its E.l.f. Skin Bronzing Drops and included a 2-minute spot chronicling the frenzied enthusiasm of its shoppers.
E.l.f. has also sought to make purpose-driven marketing a core a part of its strategy. The brand last May launched a “So Many Dicks” campaign inspired by the finding that there are nearly as many men named Richard, Rick or Dick as women from diverse groups on U.S. corporate boards. Later on, it launched “Dupe That!,” a campaign inviting other corporations to hitch it in prioritizing making a positive impact.
E.l.f. Beauty reported a net sales increase of 31% 12 months over 12 months to $355.3 million within the U.S. and internationally through the three month period ended Dec. 31, based on an earnings statement.
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