What? Elf Beauty has teamed up with Hello Sunshine to launch SunniA new brand of media, experiential and lifestyle intended for adolescent girls and young women.
Details Unveiled during the International Creativity Festival of Cannes Lions, Sunni is positioned as content and a community platform focused on identity, emotional well-being and self-expression. The brand offers a mixture of online and offline experiences and includes a beauty identity tool called Nalyysy color elfWho helps users exploring their personal aesthetics thanks to seasonal color theory.
The platform is informed by research carried out in partnership with Being and Ypulse, by examining 1,000 girls aged 13 to 18. The results indicated that 92% of respondents prefer brands that allow them to define success on their own conditions.
As a fundamental partner, Elf will support the development of content and the activation of the platform through key themes, including emotional health, narration and real tools.
The why? The partnership allows Elf Beauty to expand its scope among consumers of generation Z by supporting a brand built around their media habits and values. With beauty crossing more and more lifestyle and identity, Sunni Offers a new avenue for engagement outside of traditional marketing channels.
Source: booming passages