e.l.f Cosmetics is inviting consumers to live their bold truth by expressing ‘your e.l.f’ in its first-ever community-led brand campaign in the UK.
Inspired by the brand’s acronym (eyes.lips.face.), the campaign turns to the community, asking them ‘What does e.l.f. mean to you?’
Showcased across social channels, OOH in tube stations, digital screens and experiential pop-up activations, the 30-second spot is the cosmetic brand’s first UK-created advert.
Developed by creative agency Southpaw, it features the communities’ responses, from ‘euphoric.luminous.fierce.’ to ‘every.life.free.’, and celebrates the individuality of every eye, lip and face.
The campaign is supported by a hashtag #expressyourself and influencer activity, including that of rising music star Caity Baser.
It features a cast of 20 representing various Gen Z subcultures. The members were allowed to create their beauty looks and share how they express themselves.
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“At e.l.f., we are on a mission to encourage self-expression and empower others to embrace their individuality,” said e.l.f. Beauty vice president and general manager international Christine Cassidy.
“#expressyourelf does just that – it is a movement that personifies who we are and how we are shaping British culture together with our community. We want every eye, lip and face to feel the joy and freedom of expressing their truest (s)e.l.f.”
“Join us on this e.l.f.ing amazing journey,” she added.
Southpaw creative director Glenn Smith said: ” We’re speaking to an audience that rejects stereotypes and makeup is an important way to express the fluidity of their identity. It’s really inspiring.
“We flipped the casting process, no brief, no labels, just refreshingly real, fun characters that represent our new era of beauty. This is their story, being this incredibly supportive friend rather than a brand just trying to sell a product.”
The campaign follows in the way of the cosmetic brand signing a branded deal with Channel 4’s new digital-first brand for YouTube, Channel 4.0
