Channel 4’s new digital-first brand for YouTube, Channel 4.0 has this week signed its first branded deal with popular Gen Z health and beauty brand, e.l.f Cosmetics.
Espousing vegan, cruelty free and vegan credentials, e.l.f Cosmetics’ new deal will see it become Channel 4.0’s ‘official beauty partner’.
Through the partnership, viewers will have access to the brand’s recent viral ad which premiered during the NFL Superbowl last month. There will equally be a branded YouTube series to follow later this year.
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“4.0 is a channel launch rooted in British youth culture and has got off to an incredible start. We’re hugely passionate about working with like-minded brands to create authentic content that lands with young audiences and therefore over the moon to be working with e.l.f. We’re confident this is the start of a really exciting relationship,” Channel 4 deputy head of commercial innovation and 4Studio, David Amodio said.
The deal was brokered by London agency Wavemaker Select as Channel 4.0 looks to increase its branded content portfolio which has already featured stars such as Chunkz, Nella Rose and Mist since the platform’s launch in October last year.
e.l.f Beauty international vice-president and general manager, Christine Cassidy added: “e.l.f. is all about disrupting norms, shaping culture and connecting communities, and teaming up with Channel 4.0 not only connects these dots but takes us further into entertainment. We are excited to reach new audiences and show that beauty is for every eye, lip and face.”
