Divine Skintervention
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Don't be sinfluenced, get saved with e.l.f. SKIN
The Challenge
Our fans are familiar with e.l.f. Cosmetics and they love it, but how can we build awareness and buzz for e.l.f SKIN?
People know about — and love — e.l.f. Cosmetics for their high quality, affordable makeup. But not many people know they have an amazing skincare line, too.
So we gave e.l.f. SKIN a bold, disruptive moment that would resonate with consumers, break through the noise and stand out from every other skincare brand.
The Insight
Studies show that Gen Z uses more skincare than any other generation, yet they’re also guilty of committing more skin sins.
We started with the e.l.f. community, asking fans to confess their most shameful skin sins — no judgement allowed. (After all, we’ve all popped a pimple or two.)
To take the shame out of skin sins, we personified the little voice in your head that tempts you to commit them…
The Solution
Meet the Sinfluencer.
The Sinfluencer, hilariously portrayed by Megan Stalter, is the culprit behind bad skin behavior — but she’s no match for e.l.f. SKIN’s Holy Hydration!
Our multi-channel, global 360 campaign — spanning TV, retail, digital and beyond — became e.l.f. SKIN’s biggest brand campaign to date.
From iconic billboards to double decker buses to store takeovers in London.
It was e.l.f.ing everywhere.
Not to mention the hilariously unhinged social posts, which were some of our favorites.
And it was a hit! The campaign garnered fan love, press coverage and boosted sales significantly.
Results
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# 1e.l.f. SKIN campaign to date
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+ 0 MImpressions
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+ 0 %Lift in site traffic
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+ 0 %Increase in purchase intent
