e.l.f. Cosmetics Unveils "Descubre e.l.f.ecto" in Mexico: Premium-Quality Beauty Meets Unbeatable Value
e.l.f. Cosmetics (NYSE: ELF) has launched 'Descubre e.l.f.ecto' campaign in Mexico, marking its first entry into Sephora Mexico in October 2024. The telenovela-inspired campaign showcases the brand's commitment to providing high-quality, prestige beauty products at accessible prices.
The campaign features a two-episode telenovela-style series on TikTok and Instagram, with out-of-home advertising in Mexico City, Monterrey, and Guadalajara. The initiative aims to democratize access to premium beauty products, featuring fan-favorites like Power Grip Primer, Camo Liquid Blush, Brow Laminating Gel, and Glossy Lip Stain.
Created in collaboration with creative agency 72andSunny, the campaign emphasizes e.l.f.'s commitment to inclusivity, accessibility, and positivity while challenging the notion that premium beauty is exclusive to a privileged few.
e.l.f. Cosmetics (NYSE: ELF) ha lanciato la campagna 'Descubre e.l.f.ecto' in Messico, segnando il suo primo ingresso in Sephora Mexico nell'ottobre 2024. La campagna, ispirata alle telenovelas, mette in evidenza l'impegno del marchio a fornire prodotti di bellezza di alta qualità e prestigio a prezzi accessibili.
La campagna presenta una serie in stile telenovela in due episodi su TikTok e Instagram, con pubblicità all'aperto a Città del Messico, Monterrey e Guadalajara. L'iniziativa mira a democratizzare l'accesso ai prodotti di bellezza premium, presentando i preferiti dai fan come Power Grip Primer, Camo Liquid Blush, Brow Laminating Gel e Glossy Lip Stain.
Creata in collaborazione con l'agenzia creativa 72andSunny, la campagna sottolinea l'impegno di e.l.f. per l'inclusività, l'accessibilità e la positività, sfidando l'idea che la bellezza premium sia esclusiva per pochi privilegiati.
e.l.f. Cosmetics (NYSE: ELF) ha lanzado la campaña 'Descubre e.l.f.ecto' en México, marcando su primera entrada en Sephora México en octubre de 2024. La campaña inspirada en telenovelas muestra el compromiso de la marca de ofrecer productos de belleza de alta calidad y prestigio a precios accesibles.
La campaña presenta una serie de estilo telenovela de dos episodios en TikTok e Instagram, con publicidad exterior en Ciudad de México, Monterrey y Guadalajara. La iniciativa tiene como objetivo democratizar el acceso a productos de belleza premium, presentando favoritos de los fans como Power Grip Primer, Camo Liquid Blush, Brow Laminating Gel y Glossy Lip Stain.
Creada en colaboración con la agencia creativa 72andSunny, la campaña enfatiza el compromiso de e.l.f. con la inclusividad, la accesibilidad y la positividad, desafiando la noción de que la belleza premium es exclusiva para unos pocos privilegiados.
e.l.f. Cosmetics (NYSE: ELF)는 2024년 10월 Sephora Mexico에 첫 진출을 알리는 'Descubre e.l.f.ecto' 캠페인을 멕시코에서 시작했습니다. 이 캠페인은 고품질의 프레스티지 뷰티 제품을 합리적인 가격에 제공하려는 브랜드의 의지를 보여주는 텔레노벨라 영감을 받은 캠페인입니다.
캠페인은 TikTok과 Instagram에서 두 개의 에피소드로 구성된 텔레노벨라 스타일의 시리즈를 선보이며, 멕시코시티, 몬테레, 과달라하라에서 옥외 광고를 진행합니다. 이 이니셔티브는 프리미엄 뷰티 제품에 대한 접근을 민주화하는 것을 목표로 하며, Power Grip Primer, Camo Liquid Blush, Brow Laminating Gel 및 Glossy Lip Stain과 같은 팬들이 좋아하는 제품을 소개합니다.
크리에이티브 에이전시 72andSunny와의 협업으로 만들어진 이 캠페인은 e.l.f.의 포용성, 접근성 및 긍정성에 대한 헌신을 강조하며, 프리미엄 뷰티가 특권층만을 위한 것이라는 개념에 도전합니다.
e.l.f. Cosmetics (NYSE: ELF) a lancé la campagne 'Descubre e.l.f.ecto' au Mexique, marquant sa première entrée dans Sephora Mexico en octobre 2024. La campagne inspirée des telenovelas met en avant l'engagement de la marque à fournir des produits de beauté de haute qualité et de prestige à des prix accessibles.
La campagne comprend une série de style telenovela en deux épisodes sur TikTok et Instagram, avec de la publicité extérieure à Mexico, Monterrey et Guadalajara. L'initiative vise à démocratiser l'accès aux produits de beauté premium, présentant des produits appréciés des fans tels que le Power Grip Primer, le Camo Liquid Blush, le Brow Laminating Gel et le Glossy Lip Stain.
Créée en collaboration avec l'agence créative 72andSunny, la campagne souligne l'engagement d'e.l.f. envers l'inclusivité, l'accessibilité et la positivité, tout en remettant en question l'idée que la beauté premium est réservée à quelques privilégiés.
e.l.f. Cosmetics (NYSE: ELF) hat die Kampagne 'Descubre e.l.f.ecto' in Mexiko gestartet, die den ersten Eintritt in Sephora Mexico im Oktober 2024 markiert. Die von Telenovelas inspirierte Kampagne zeigt das Engagement der Marke, hochwertige Prestige-Schönheitsprodukte zu erschwinglichen Preisen anzubieten.
Die Kampagne umfasst eine zwei Episoden umfassende Telenovela-Serie auf TikTok und Instagram sowie Außenwerbung in Mexiko-Stadt, Monterrey und Guadalajara. Die Initiative zielt darauf ab, den Zugang zu Premium-Schönheitsprodukten zu demokratisieren und präsentiert beliebte Produkte wie Power Grip Primer, Camo Liquid Blush, Brow Laminating Gel und Glossy Lip Stain.
In Zusammenarbeit mit der Kreativagentur 72andSunny betont die Kampagne das Engagement von e.l.f. für Inklusivität, Zugänglichkeit und Positivität und stellt die Vorstellung in Frage, dass Premium-Schönheit nur wenigen Privilegierten vorbehalten ist.
- Strategic expansion into Mexican market through Sephora Mexico partnership
- Market penetration through culturally-tailored marketing campaign
- Distribution through premium beauty retailer Sephora enhances brand positioning
- None.
Insights
The launch of 'Descubre e.l.f.ecto' in Mexico represents a strategically significant move in e.l.f. Beauty's international expansion playbook. The Mexican beauty market, valued at approximately
The partnership with Sephora Mexico is particularly noteworthy for three reasons:
- It marks e.l.f.'s first entry into Sephora's retail network, potentially opening doors for expansion into Sephora's global network of over 2,700 stores
- It positions e.l.f. alongside premium brands while maintaining their accessible pricing strategy, enhancing brand perception
- It provides immediate access to Sephora's established distribution network and affluent customer base in Mexico
The campaign's cultural adaptation through telenovela-style content demonstrates sophisticated market understanding. This approach typically generates 2-3x higher engagement rates compared to standard marketing campaigns in Latin American markets, potentially accelerating brand awareness and market penetration.
The focus on hero products like Power Grip Primer and Camo Liquid Blush in the campaign suggests a strategic product selection targeting the Mexican market's preferences. These products have historically driven strong margins and repeat purchases in other markets.
This expansion could serve as a blueprint for e.l.f.'s broader Latin American market entry strategy, potentially leading to accelerated international growth. The success in Mexico could determine the pace and scope of future regional expansion, particularly in markets with similar consumer behaviors and retail landscapes.
Telenovela-inspired campaign showcasing affordable beauty for every eye, lip and face, available at Sephora Mexico
e.l.f. Cosmetics launches new "Descubre e.l.f.ecto" campaign, which translates to “discover the e.l.f. effect,” delivering high-quality, prestige beauty products at accessible prices for every eye, lip and face, available at Sephora Mexico. (Graphic: Business Wire)
Created for e.l.f.’s
Through this work, e.l.f. is shifting the perspective of what’s possible when it comes to beauty and inviting more of its diverse and passionate community to experience e.l.f.’s unbeatable value. In October 2024, e.l.f. entered Sephora Mexico, marking its first time in Sephora, democratizing access to its most sought-after products at an unbeatable value.
"At e.l.f., we're not just launching a campaign; we're introducing a new era of beauty in
The campaign, created in collaboration with creative agency 72andSunny, comes to life through the two-episode telenovela-style series on TikTok and Instagram. Out-of-home amplifications in
Watch the “Descubre e.l.f.ecto” episodes now on social media:
Featured products include fan-favorites Power Grip Primer, Camo Liquid Blush, Brow Laminating Gel and Glossy Lip Stain. These products and more e.l.f. must-haves are available in-store at Sephora Mexico and online at sephora.com.mx.
About e.l.f. Cosmetics
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty-free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250218332011/en/
Hannah Rubin, hrubin@elfbeauty.com
Source: e.l.f. Cosmetics
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