E.l.f. Magnificence is leveraging the viral success of Oliver Widger and teaming up with the social media character identified for crusing from Oregon to Hawaiʻi together with his cat, a visit he accomplished on Might 24. The partnership consists of a number of activations, together with a Roblox-based initiative meant to encourage shoppers together with his story, based on a press launch.
On the coronary heart of the partnership is the “Crusing with Phoenix” sport jam, named in honor of Widger’s cat. A sport jam is an occasion the place builders work over the course of a set time-frame, normally 24-72 hours, to provide a brand new expertise. The sport jam will concentrate on Roblox, a platform E.l.f. has utilized previously. No particulars on when it would happen have been offered.
The jam is only one part of E.l.f.’s tie-up with Widger. Throughout his time at sea, the beauty model air-dropped him a care package deal. The drop was made in partnership with Aloft, a nonprofit devoted to aviators. After touchdown in Waikiki, Hawaiʻi, Widger joined the model on a Twitch livestream.
Widger’s crusing journey started when he give up his job after being recognized with Klippel-Feil syndrome, a uncommon dysfunction the place two or extra bones within the neck, the cervical vertebrae, are fused collectively. He presently has 1.9 million Instagram followers and 1.3 million TikTok followers.
E.l.f. Magnificence, which has jumped on social media traits previously, posted income of $355.32 million, a 31.14% year-over-year enhance, in its fiscal Q3 2025. The expansion was largely attributed to the power of its retail and e-commerce channels each in and out of doors of the U.S.
