TikTok-favourite magnificence model, E.l.f. is partnering with teen retailer American Eagle to create a line of clothing-inspired cosmetics.
This team-up marks E.l.f. ‘s second collaboration with a style model after partnering with designer Christian Siriano in 2018. The sweetness label has additionally partnered with restaurant chains Chipotle and Dunkin’ to create food-influenced magnificence collections. In accordance with Kory Marchisotto, E.l.f. ‘s chief advertising officer and president, the success of these two collaborations with Gen-Z — the model’s audience — led E.l.f. to look to American Eagle as its subsequent companion.
“Our audiences need to see extra of our distinctive means to translate different adjoining classes into the sweetness house,” she stated. “We’re primary with Gen-Z in magnificence. They’re primary with Gen-Z in denims.”
The gathering consists of an eyeshadow palette, a lip balm, a clay masks and a make-up bag, crammed with nods to American Eagle’s attire choices. The palette consists of 12 blue shades which might be named for various jean types, resembling “Mother Denims” and “Bell Bottoms.” The pH lip balm, meant to vary color because it prompts with the patron’s personal private pH, is a darkish denim-blue. The clay masks is designed for use on the face and butt whereas the make-up bag is made to appear to be a pair of the model’s denims.
“It’s a curated wardrobe, a stupendous mix of all colors and distinctive shadow for on a regular basis seems to be,” stated Marchisotto. “Gen-Z likes to have time, and so they prefer to experiment. So we wished to deliver ahead each innovation and dynamism into each of our worlds.”
As is normal for the model, E.l.f. created a cheeky, social media-friendly marketing campaign for the collaboration, centred across the slogan “Take a BE.l.f.ie,” — a butt selfie. Promoting property will ask customers to submit an image of their E.l.f. X American Eagle make-up look alongside a ‘bE.l.f.ie’ in AE denims. The model can also be rolling out a “Take a BE.l.f.ie” track and filter on TikTok and Instagram.
The 2 manufacturers are working with Carlacia Grant, an actress recognized for her function within the Netflix present, “Outer Banks,” and content material creators like Jazmyn Smith, Alyssa Salazar and Denise Mercedes, to advertise the collaboration on social media throughout platforms.
“What specialty retail is, is a sea of sameness proper now, and any likelihood that we’ve to do one thing that cuts via, we’re completely happy to take that threat,” stated American Eagle’s chief advertising officer Craig Brommers.
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