E.l.f. Cosmetics has reteamed with Meghan Trainor for its newest marketing campaign, turning the pop star right into a pilot for a twist on conventional in-flight security movies. The hassle, in assist of limited-edition complexion bundle Cloud Pores and skin, is the model’s third collaboration with Trainor and is timed to the tenth anniversary and re-release of her album “Title.”
“We’re not chasing the most important names; we’re on the lookout for collaborators who share our values, our humorousness and our ardour for breaking norms,” mentioned Patrick O’Keefe, E.l.f. Cosmetics’ chief built-in advertising officer, in emailed feedback. “After we accomplice with expertise, it’s about extra than simply placing them in a marketing campaign. It’s about co-creating one thing that feels genuine to them and to us.”
Within the new marketing campaign, Trainor serves as the primary captain of E.l.f. Air. The function is a nod to the truth that males represent over 90% of pilots globally, based on Civil Aviation Authority information, and continues the model’s purpose-driven advertising round gender equality regardless of an industry-wide pullback on range, fairness and inclusion.
“Each marketing campaign we create is about extra than simply merchandise — it’s about entertaining and fascinating our group whereas standing for one thing greater. Humor and creativity are on the coronary heart of what we do, and we additionally use our platform to problem norms and champion change, all with a form coronary heart,” O’Keefe mentioned.
The hassle was conceptualized, solid, produced and scripted by Shadow, the model’s long-term artistic advertising and communications company.
TikTok, Uber and past
E.l.f. created the Cloud Pores and skin bundle featured within the marketing campaign after recognizing curiosity in delicate matte make-up, which has seen world hashtag views on TikTok improve 168% year-over-year, based on Spate information. The model was an early mover on the platform that’s now in peril of being banned within the U.S.
“E.l.f. sends an enormous shoutout to our TikTok group and our creators, who have been among the many first to ignite the partaking two-way dialogue we as a model now take pleasure in throughout many locations and areas,” O’Keefe mentioned. “Our group is what drives us, not on anybody platform, nor on a single channel, however throughout each single contact level.”
The Cloud Pores and skin marketing campaign will run throughout the artist’s social channels together with the model’s digital ones, together with Instagram, TikTok and YouTube. The marketing campaign will even present up by way of in-app Uber adverts for choose, focused U.S. and U.Okay. customers reserving rides to the airport from Jan. 28 to Feb. 28.
“After we have been constructing out the Cloud Pores and skin marketing campaign, we noticed a chance to tie our artistic idea right into a real-world context,” mentioned O’Keefe of the Uber placement, noting how the model beforehand partnered with The Climate Channel on in-app and out-of-home content material.
E.l.f. Magnificence within the second quarter of its 2025 fiscal yr noticed 40% web gross sales progress, positive factors that it partially attributed to advertising that delivered ROI above benchmarks and expanded unaided model consciousness, per an earnings name. The corporate will announce fiscal Q3 2025 outcomes on Feb. 6.
