Elf Cosmetics recovered with Meghan Trainor for his latest campaign, transforming pop star into a pilot for a touch on traditional flight security videos. The effort, in support of the skin bundle skin in limited edition, is the brand’s third collaboration with Trainor and is synchronized on the tenth anniversary and the reissue of its album “Title”.
“We do not continue the biggest names; We are looking for collaborators who share our values, our sense of humor and our passion for breaking up standards, “said Patrick O’Keefe, director of integrated marketing at Elf Cosmetics, in the comments sent by e-mail. “When we join Talent, it is more than putting them in a campaign. It is a question of co-creating something that seems authentic for them and for us. »»
https://www.youtube.com/watch?v=RQ1AKSDF_3K
In the new campaign, Trainor is the first Elf Air captain. The role is a nod to the fact that men constitute more than 90% of pilots worldwide, according to data from the Authority Civil Aviation, and continues the brand Objective marketing Around gender equality despite a withdrawal from industry to diversity, equity and inclusion.
“Each campaign we create is more than simple products – it is a question of entertaining and engaging our community while defending something bigger. Humor and creativity are at the heart of what we do, and we also use our platform to challenge standards and defend change, all with a kind heart, “said O’Keefe.
The effort was conceptualized, sunk, produced and scripted by Shadow, the brand’s marketing and creative communication agency of the brand.
Tiktok, Uber and beyond
Elf has created the Cloud Skin Bundle presented in the campaign after recognizing the interest in mate mate makeup, which has experienced global hashtag views on Tiktok increase by 168% from one year to the next, according to data from Spat. The brand was an early mover on the platform which is now likely to be prohibited in the United States
“Elf sends a huge cry to our Tiktok community and our creators, who were among the first to ignite the bidirectional dialogue that we now appreciate in many places and spaces,” said O’Keefe. “Our community is what motivates us, not on a single platform, nor on a single chain, but at each point of contact.”
The Cloud Skin campaign will take place on the artist’s social channels as well as the brand’s social channels, including Instagram, Tiktok and Youtube. The campaign will also appear via integrated Uber advertisements for certain American consumers, targeted in the United States and the United Kingdom to book walks at the airport from January 28 to February 28.
“When we were building the Cloud Skin campaign, we saw the opportunity to link our creative concept in a real context,” said O’Keefe about Uber placement, noting how the brand was previously associated to The Weather Channel on Application and Contents outside.
Elf Beauty in the second quarter of its 2025 exercise, experienced net growth in net sales, partly won marketing which delivered a return on investment above the references and expanded the notoriety of the brand without help, by profits. The company will announce the tax results of the third quarter of 2025 on February 6.