Dive Temporary:
- E.l.f. Cosmetics is getting into the world of telenovelas, a sort of cleaning soap opera primarily produced in Latin America, for a brand new marketing campaign based mostly in Mexico, per a press launch.
- “Descubre e.l.f.ecto” — which interprets to “Uncover the e.l.f. impact” — features a two-episode, drama-filled sequence on TikTok and Instagram meant to showcase the beauty purveyor’s high merchandise and budget-friendly pricepoint.
- The hassle, made with artistic company 72andSunny, additionally consists of out-of-home adverts in Mexico Metropolis, Monterrey and Guadalajara. The entertainment-focused advertising and marketing play follows E.l.f.’s entrance into Sephora Mexico in October.
Dive Perception:
E.l.f. Cosmetics is making over the enduring telenovela style with “Descubre e.l.f.ecto.” The content material push lands on the tails of the model’s entrance into Sephora Mexico in October, its first availability on the retailer.
“At e.l.f., we’re not simply launching a marketing campaign; we’re introducing a brand new period of magnificence in Mexico,” stated Kory Marchisotto, CMO of E.l.f. Magnificence, in a press release. “’Descubre e.l.f.ecto’ is a culturally related and entertaining invitation to our neighborhood to expertise high-quality magnificence merchandise with out breaking the financial institution. We’re rewriting the script of what inexpensive luxurious will be.”
E.l.f. has leaned additional into entertainment-based advertising and marketing to speak its worth proposition and capitalize on the recognition of apps like TikTok. The corporate has seen a powerful run of development lately, partially because of its social media savvy, however just lately minimize its steering following a patchy vacation interval and smooth January gross sales. The potential for TikTok to be banned within the U.S. would hamstring certainly one of its core communications channels.
“Descubre e.l.f.ecto” features a two-episode sequence on TikTok and Instagram that options widespread E.l.f. merchandise akin to its Forehead Laminating Gel and Shiny Lip Stain. Within the first episode, a younger woman seeks steering on make her make-up final forward of assembly up along with her ex-boyfriend. When E.l.f.’s Energy Grip Primer is offered as an answer, the woman is shocked to be taught it gained’t price her soul to make use of it.
Within the second clip, a gaggle of individuals is seen discussing the colour on a lady’s cheeks, asking questions like, “Do you suppose it’s actual?” and making statements like “Perhaps it’s a brand new lover that’s making her blush. I heard her say it lasts for a protracted, very long time.” Nevertheless, the woman finally factors out that the colour is from E.l.f.’s Camo Liquid Blush, and that it “prices virtually nothing.”
Different entertainment-oriented advertising and marketing efforts of late embody a team-up with Meghan Trainor that turned the pop star right into a pilot for a twist on in-flight security movies. Final summer time, E.l.f. launched a “Peculiar Habits” marketing campaign that helped launch its E.l.f. Pores and skin Bronzing Drops and included a 2-minute spot chronicling the frenzied enthusiasm of its customers.
E.l.f. has additionally sought to make purpose-driven advertising and marketing a core a part of its technique. The model final Might launched a “So Many Dicks” marketing campaign impressed by the discovering that there are practically as many males named Richard, Rick or Dick as ladies from various teams on U.S. company boards. Afterward, it launched “Dupe That!,” a marketing campaign inviting different firms to hitch it in prioritizing making a constructive affect.
E.l.f. Magnificence reported a web gross sales enhance of 31% yr over yr to $355.3 million within the U.S. and internationally throughout the three month interval ended Dec. 31, in line with an earnings assertion.
