e.l.f. Cosmetics Launches New Digital Series “Vanity Table Talk”

Rhea-AI Summary

e.l.f. Cosmetics is enhancing its entertainment strategy with the launch of a new digital series, "Vanity Table Talk", hosted by actress Jennifer Coolidge. Premiering tomorrow, the series merges elements of late-night talk shows and TikTok's Get Ready With Me format. Coolidge will share comedic insights related to her makeup routine and e.l.f. products. To celebrate the launch, e.l.f. will donate $100,000 to Rise for Animals, a national animal rights organization. Upcoming episodes will feature Ashley Park and Ziwe, focusing on beauty trends and application tips. The series aims to promote self-expression through makeup, showcasing e.l.f.'s product innovations each month on social platforms including YouTube, Instagram, and TikTok.

Positive

• Launch of new digital series 'Vanity Table Talk' enhances brand engagement.
• Collaboration with celebrity influencers increases visibility and consumer interest.
• Donation of $100,000 to Rise for Animals showcases corporate social responsibility.

Negative

• None.

Award-Winning Actress Jennifer Coolidge Inspires First Season, featuring Ziwe and Ashley Park

NEW YORK--(BUSINESS WIRE)-- Still sticky from its first-ever television spot, today, e.l.f. Cosmetics is leaning further into entertainment with the launch of its new digital series, "Vanity Table Talk." The social-first show is a playful mashup of popular formats, including the late-night talk show and the TikTok-native Get Ready With Me (GRWM).

Premiering tomorrow, Game Day Queen Jennifer Coolidge will pull up a seat and share more comedic quips at the e.l.f. vanity, which inspired the Vanity Table Talk series. Viewers will watch as Coolidge shares funny insights into her relationship with makeup, including her daily “routine” and her ideal lipstick name. Coolidge is an outspoken animal rights advocate and longtime fan of e.l.f.’s cruelty-free products and purpose pillar. To celebrate the debut of the series inspired by the award-winning actress, Coolidge was the genesis and empowered the brand to make a $100,000 donation to Rise for Animals, a national animal rights organization on a mission to end animal experimentation.

Much like TikTok’s viral GRWM format, guests will sit solo at e.l.f.’s gorgeous vanity and apply products while storytelling and reacting to questions flying in from off-camera. Vanity Table Talk aims to inspire viewers to celebrate their own unique beauty, using makeup and skincare as a tool for self-expression and empowerment. Expect to see some of your favorite e.l.f. holy grail products, as well as exciting new launches within each episode, including expansions to e.l.f.’s viral primer portfolio, lip products, summer skincare essentials and more.

This summer, e.l.f. will release two new episodes featuring actress and singer, Ashley Park, and comedian, writer, and musician, Ziwe. Ashley’s signature fashion and beauty choices have encouraged legions of fans to get bold and playful with their looks, while Ziwe champions an unapologetic and unfiltered approach to both beauty and life. Each will share insights into their respective worlds, while giving glimpses into their favorite beauty trends, and application tips and tricks.

“e.l.f. has been engaging with culture through the lens of entertainment for years, so a bonafide content series was a natural and fun progression for the brand,” says Patrick O’Keefe, Vice President of Integrated Marketing Communications, e.l.f. Beauty. “We want Vanity Table Talk to bring a smile to every eye, lip and face that watches it. Jen, Ashley and Ziwe all align with the spirit of the show, and each represent the very best of beauty – they’re confident, authentic and beautifully unique.”

The Vanity Table Talk series was conceptualized, casted, produced, directed, and scripted by SHADOW, e.l.f. Beauty's long-term creative marketing and communications agency.

“As we continue to grow the e.l.f. cinematic universe, we explore every opportunity to entertain,” says Brian Vaughan, Executive Creative Director & Partner, SHADOW. “The uniquely customizable Vanity Table Talk format allows us to build concepts with specific talent and partners in mind. Everything from set design to scripting to each episode's strategic product launches are tailored for the guest, allowing each to play, perform and shine in their own distinct way.”

New exclusive episodes will be released each month through August on e.l.f.’s social channels, including YouTube, Instagram and TikTok.

About e.l.f. Cosmetics:

Since 2004, e.l.f. Cosmetics has made the best of beauty accessible to every eye, lip and face. We make high-quality, prestige-inspired cosmetics and skin care products at an extraordinary value and are proud to be 100% vegan and cruelty-free. As one of the first online beauty brands, e.l.f. continues to attract a highly engaged audience and set benchmarks with new digital platforms. Our brand is widely available at leading retailers such as Target, Walmart and Ulta Beauty, and has a growing international presence. Learn more by visiting www.elfcosmetics.com

About SHADOW:

SHADOW is a creative communications agency with verticals dedicated to public relations, influencer marketing, content development, event production and digital media services. By establishing brand narratives that are grounded in rich cultural insights, SHADOW turns ideas into stories, stories into moments, and moments into movements. SHADOW continues to consciously live out its core values, celebrating and encouraging diversity of thought, and using its voice to act as an agent of change. SHADOW has offices in New York and Los Angeles. www.weareshadow.com

View source version on businesswire.com: https://www.businesswire.com/news/home/20230427005351/en/

Media:

e.l.f. Beauty Corporate Communications Inquiries:

Melinda Fried

mfried@elfbeauty.com

Consumer Media Inquiries:

Brittany Banion

brittany@weareshadow.com

Business Media Inquiries:

Rachel Sharpe

elf@5wpr.com

Source: e.l.f. Cosmetics

FAQ

What is e.l.f. Cosmetics' new digital series 'Vanity Table Talk' about?

The series features celebrity guests sharing beauty tips and insights while using e.l.f. products.

Who is hosting the first episode of 'Vanity Table Talk'?

The first episode is hosted by actress Jennifer Coolidge.

How much is e.l.f. Cosmetics donating to Rise for Animals?

e.l.f. Cosmetics is donating $100,000 to Rise for Animals.

When will new episodes of 'Vanity Table Talk' be released?

New episodes will be released each month through August.

Which celebrities will appear in upcoming episodes of 'Vanity Table Talk'?

Upcoming episodes will feature Ashley Park and Ziwe.