E.l.f. Cosmetics channels telenovelas for TikTok, Instagram series

Dive Brief: 

• E.l.f. Cosmetics is stepping into the world of telenovelas, a type of soap opera primarily produced in Latin America, for a new campaign based in Mexico, per a press release.
• “Descubre e.l.f.ecto” — which translates to “Discover the e.l.f. effect” — includes a two-episode, drama-filled series on TikTok and Instagram meant to showcase the cosmetic purveyor’s top products and budget-friendly pricepoint. 
• The effort, made with creative agency 72andSunny, also includes out-of-home ads in Mexico City, Monterrey and Guadalajara. The entertainment-focused marketing play follows E.l.f.’s entrance into Sephora Mexico in October. 

Dive Insight:

E.l.f. Cosmetics is making over the iconic telenovela genre with “Descubre e.l.f.ecto.” The content push lands on the tails of the brand’s entrance into Sephora Mexico in October, its first availability at the retailer.

“At e.l.f., we’re not just launching a campaign; we’re introducing a new era of beauty in Mexico,” said Kory Marchisotto, CMO of E.l.f. Beauty, in a statement. “’Descubre e.l.f.ecto’ is a culturally relevant and entertaining invitation to our community to experience high-quality beauty products without breaking the bank. We are rewriting the script of what affordable luxury can be.”

E.l.f. has leaned further into entertainment-based marketing to communicate its value proposition and capitalize on the popularity of apps like TikTok. The company has seen an impressive run of growth in recent years, in part thanks to its social media savvy, but recently cut its guidance following a patchy holiday period and soft January sales. The potential for TikTok to be banned in the U.S. would hamstring one of its core communications channels.

“Descubre e.l.f.ecto” includes a two-episode series on TikTok and Instagram that features popular E.l.f. products such as its Brow Laminating Gel and Glossy Lip Stain. In the first episode, a young girl seeks guidance on how to make her makeup last ahead of meeting up with her ex-boyfriend. When E.l.f.’s Power Grip Primer is presented as a solution, the girl is shocked to learn it won’t cost her soul to use it. 

In the second clip, a group of people is seen discussing the color on a girl’s cheeks, asking questions like, “Do you think it’s real?” and making statements like “Maybe it’s a new lover that’s making her blush. I heard her say it lasts for a long, long time.” However, the girl ultimately points out that the color is from E.l.f.’s Camo Liquid Blush, and that it “costs almost nothing.”

Other entertainment-oriented marketing efforts of late include a team-up with Meghan Trainor that turned the pop star into a pilot for a twist on in-flight safety videos. Last summer, E.l.f. released a “Peculiar Behavior” campaign that helped launch its E.l.f. Skin Bronzing Drops and included a 2-minute spot chronicling the frenzied enthusiasm of its shoppers. 

E.l.f. has also sought to make purpose-driven marketing a core part of its strategy. The brand last May launched a “So Many Dicks” campaign inspired by the finding that there are nearly as many men named Richard, Rick or Dick as women from diverse groups on U.S. corporate boards. Later on, it launched “Dupe That!,” a campaign inviting other companies to join it in prioritizing making a positive impact. 

E.l.f. Beauty reported a net sales increase of 31% year over year to $355.3 million in the U.S. and internationally during the three month period ended Dec. 31, according to an earnings statement.