- E.l.f. Cosmetics today (April 28) launched a social-first digital content series starring actor Jennifer Coolidge, who also starred within the brand’s first Super Bowl business this 12 months, in accordance with a press release.
- “Vanity Table Talk” draws inspiration from late-night talk shows and “prepare with me” videos, a mode popular on TikTok, recruiting Coolidge to share comedic makeup insights. New episodes will probably be released every month through August on E.l.f.’s TikTok, YouTube and Instagram, with later episodes featuring actor Ashley Park and comedian Ziwe.
- The effort also features a charitable component with nonprofit Rise for Animals, inspired by Coolidge’s longtime status as an animal rights activist. The series is the newest digital-focused move by the brand geared toward Gen Z.
E.l.f. is diving into the small print with its social-first content series, drawing on a slew of guest stars to drag up a seat to its vanity and share anecdotes and sweetness insights meant to advertise empowerment and self-expression. The effort is the sweetness brand’s latest try to construct stronger ties to Gen Z.
“Vanity Table Talk” was inspired by the comedic quips of Jennifer Coolidge and builds off a previous partnership between the 2 for the brand’s first-ever Super Bowl business this 12 months, which featured the star imitating a dolphin while applying the brand’s notoriously sticky Power Grip Primer. In the debut video, Coolidge shares her thoughts on the typically suggestive naming of makeup, declaring that product names like “Dirty Talk” may very well be replaced with easy adjectives like “Swollen.”
Two forthcoming episodes slated for the summer will feature actress Park and comedian Ziwe, who each will share their favorite beauty trends, application suggestions and tricks, and insight into their lives. Throughout episodes, E.l.f. may also promote popular products and debut latest launches like summer skincare essentials, lip products and latest items under its popular primer portfolio.
The series was created by Shadow, the brand’s longtime creative marketing and communications agency. To mark the debut of the hassle and nod to Coolidge’s animal-lover status, E.l.f. also made a $100,000 donation to national animal rights organization Rise for Animals, a nonprofit focused on ending animal experimentation. The move could resonate strongly with its audience, who routinely indicates that environmental issues are a top concern.
The latest move by E.l.f. joins an extended list of digital efforts by the brand, including quite a few original songs shared on TikTok. In one in every of its more moderen tie-ups, the brand worked with American Eagle for a limited-edition, denim-inspired makeup collection and TikTok challenge. The brand has often prolonged an arm to more area of interest audiences, having last 12 months introduced a line of makeup and skincare products themed around gaming.
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