e.l.f. Cosmetics was historically a promotional value brand and most of its messaging supported sales.
Brand + Commerce
In 2015, e.l.f. pivoted and developed a more robust marketing strategy with goal to holistically elevate the brand experience. Enter the Play Beautifully Campaign—a consumer engagement/celebratory event cascaded across channels.
- Build momentum behind launch date, entice visitors to come back
- Engage community in #playbeautifully in social, ground idea in product first
- Make the homepage look visually different to signal strongly that something new is happening
- Highlight the campaign video prominently on the page to maximize views
- Capture spirit of Play Beautifully through imagery and copy, in a way that instantly draws you in
- Support tease and launch via dedicated emails