e.l.f. Cosmetics

An e.l.f.ing Amazing Collaboration.

Challenge

Recharge the O.G. digital-first beauty brand with a clarified vision and a thumb-stopping awareness campaign.

Our role

Recharged Brand Strategy
Recharged Visual & Verbal Identity
Recharged E-commerce & Marketing Sites
Paid Media Campaign
Social Strategy & Campaigns
Photography & Video
Influencer & D2C Packaging

EVERY EYE, LIP & FACE

Working as an integrated part of e.l.f.'s creative and marketing teams, CASE helped identify key consumer insights, rediscover the brand's superpowers and hone in on the heart of the brand.

Elfing amazing — The Campaign

The insight-based, video-driven campaign not only redefined e.l.f. as eyes, lips and face, but used an own-able lexicon of provocative and memorable "e.l.f.isms" to build brand love and bring in fresh audiences — driving +70% increase in search demand for "e.l.f. near me" and +78% more new visitors to the website.

Personalization

Through consumer research, we found themes that resonated with e.l.f.'s audiences — unlocking the power of what they love about the brand and bringing it to life in a fresh, modern, relevant, distinctive and own-able way.

200+ paid media asset variations were developed for personalization

Must-have platforms like YouTube were supplemented with new territories like Hulu, Pandora, Connected TV, Reddit and more.

#eyeslipsface

With 5.6 billion views and counting, e.l.f. is the first brand to exceed 1 million video creates and to become the #1 trending hashtag on Tik Tok. Original music created by the amazing team at Movers+Shakers even got stars like Reese Witherspoon, Jessica Alba and Ellen DeGeneres showing off their eyes, lips and faces.

Results

#1
GenZ cosmetic brand
(BeautyMatter 2023)
16
consecutive quarters of net sales growth
+49%
Net sales growth