CASE STUDY / E.L.F. BEAUTY
bridging the GAP BETWEEN BEAUTY AND ENTERTAINMENT FOR GEN Z'S #1 COSMETICS BRAND
Brand Positioning / Media Relations / Thought Leadership / Executive Profiling
Trend-driven mass beauty for every eye, lip, and face (paw & fin), e.l.f. Beauty has become Gen Z's #1 cosmetics brand. To mark the brand's entrance into television, we leveraged e.l.f.'s inaugural Super Bowl ad in 2023 to significantly increase awareness, drive consumer engagement, and boost sales. Our goal was to position e.l.f. Beauty as not just a beauty brand, but an entertainment company, and drive that narrative through a strategic media relations program focused on agile storytelling and thought leadership.
STRATEGY
We maximized the impact of the Super Bowl ad and viral Power Grip Primer by generating a comprehensive 360 media strategy focused on CMO Kory Marchisotto and additional C-Suite members' core values and ethos. This approach not only created buzzworthy press and social moments but resonated authentically with the target audience and goals.
Results varied from sold-out products to thought leadership stages to overall brand storytelling on top trade and business outlets like Ad Age, FORTUNE, Glossy, Vogue Business, WWD, and more. Consideration for purchasing e.l.f. increased 64% week over week following the Super Bowl.* Power Grip Primer’s sales growth is mind blowing–a Power Grip Primer is now sold every 3.5 seconds globally. e.l.f. had a +77% increase in visitors to the site, and +88% of new visitors to their site after the big game [Sunday-Monday], compared to the previous week. Two minutes after the spot aired, the visitor lift was 10x the rate of visitors compared to just before the spot aired.
RESULTS
