In its first ever community-led brand campaign in the UK, e.l.f. Cosmetics invites people to proudly ‘express your e.l.f.‘. To bring the e.l.f. acronym (eyes.lips.face.) to life 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.
From social channels to tube stations to digital screens to experiential pop ups, the UK will light up with e.l.f.’s first 30-second UK created advert, encouraging everyone to get involved and #expressyourelf. The 30-second spot will also make its television debut during the much-anticipated return of Big Brother on ITV2, when it returns in October.
Adding a special beat, e.l.f. teamed up with Caity Baser, one of the fastest emerging UK singer/ songwriters whose no-filter, catchy anthems have generated a loyal community following. Caity’s ‘larger-than-life personality aligns with e.l.f.’s personality of being a bold disruptor with a kind heart.’ Caity’s upbeat new single Disco Shoes is the soundtrack for #expressyourelf.
The inclusive cast of 20 dynamic personalities, including a punk poet, medical researcher and dancer, reflect numerous GenZ subcultures. From street casting to encounters on set, cast members were found in unexpected places. The cast created their own beauty looks and shared how they personally express their e.l.f.
This weekend, on the 16th-17th of September from 10 am to 6 pm, e.l.f.’s community will also be coming together to #expressyourelf at e.l.f.’s ‘enter.looking.fabulous, exit.looking.famous‘ pop up in Shoreditch (146 Brick Lane, London, E1 6QL).
Featured image: express your e.l.f. / e.l.f. Cosmetics