e.l.f. Cosmetics, 9th Birthday

Desktop landing page

Mobile landing page

Desktop home page

Mobile home page


Birthday video (launched on YouTube)

Style guide for international distributors and agency partners

Project Team: Rikki Lee Jew, cloud9 concept; Christine Blackburne, photographer; Ioana Friedman, art director, designer, and copywriter.


July marks e.l.f.’s birthday month, which historically queued a lift in promo and content cadence.


  • Boost sitewide sales year over year
  • Drive consumer engagement on site and in social


  • Create clouds out of product in order to create a light-hearted and celebratory atmosphere tied to the brand
  • Create and launch a birthday video on YouTube, announcing the 4-week celebration and special prizes
  • Roll out a Facebook exclusive contest
  • Boost depth and cadence of promotions