e.l.f.@play

This is a brand editorial idea inspired by the brand’s customers, who were naturally engaged and self-proclaimed beauty junkies. A platform like this existed, but it had been poorly integrated with the main site and not marketed much. We knew there was an opportunity to fulfill the users’ need to connect even further. This exploration is a first look at how a new content platform could serve them with a better way to get inspired, learn about new products, tips, and events.

What I did

  • Came up with the name
  • Pitched the content strategy
  • Integrated shop-ability and UGC in the experience
  • High-fidelity mockups of the UX/UI

Article detail page.