Beauty brand e.l.f. Cosmetics is launching its first ever community-led brand campaign in the UK, inviting consumers to ‘live your bold truth by proudly expressing your e.l.f.’.
The movement will be everywhere, from social channels to tube stations to digital screens to experiential pop ups. As well as e.l.f.’s first ever 30-second UK created advert, encouraging everyone to get involved and #expressyourelf. The 30-second ad will also make its television debut during the much-anticipated return of Big Brother on ITV2, when it returns in October.
The goal of the campaign is to bring the e.l.f. acronym (eyes.lips.face.) to life in an irreverent, fun and cheeky way. e.l.f. turned to its community asking them “what does e.l.f. mean to you?” Their responses inspired the campaign. From “euphoric.luminous.fierce.” to “every.life.free.”, the campaign celebrates the individuality of every eye, lip and face.
Adding a special beat, e.l.f. teamed up with Caity Baser, one of the fastest emerging UK singer/songwriters whose upbeat new single “Disco Shoes” is the soundtrack for #expressyourelf.
The inclusive line-up of 20 dynamic personalities, including a punk poet, medical researcher and dancer, reflect numerous GenZ subcultures. From street casting to encounters on set, campaign cast members were found in unexpected places. The cast created their own beauty looks and shared how they personally express their e.l.f.
Jaye, the punk poet and music journalist shared: “e.l.f. encouraged me to wear my own more masculine clothes and based my makeup for shoot day on something very similar to my everyday look. I wasn’t presenting as anything other than my authentic self which is really refreshing for an ad campaign. I’m really flattered and grateful that e.l.f. saw something in me, and I feel a lot more confident since we shot the campaign.”
Christine Cassidy, Vice President and General Manager, International, e.l.f. Beauty added: “At e.l.f., we are on a mission to encourage self-expression and empower others to embrace their individuality. #expressyourself does just that – it is a movement that personifies who we are at e.l.f. 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.”
On the 16th-17th of September from 10am-6pm, e.l.f.’s community will also be coming together to #expressyourelf at e.l.f.’s pop up in Shoreditch.
