e.l.f. SKIN Debuts “Peculiar Behavior” Campaign Starring Jameela Jamil as Highly Requested Bronzing Drops Land at Retailers Globally
e.l.f. SKIN has launched its eagerly awaited Bronzing Drops, available in three shades. The product is a nourishing tinted serum designed to give the skin a sun-kissed glow. The launch is accompanied by a humorous campaign titled 'Peculiar Behavior,' starring actress Jameela Jamil. The campaign, directed by Chris Sojka, humorously depicts the high demand for the product within the e.l.f. community. Bronzing Drops are rich in antioxidants, contain Vitamin E and sunflower seed oil, and are free from harmful chemicals like phthalates and parabens. They are also cruelty-free, vegan, and produced in Fair Trade Certified facilities. The product is now available on elfcosmetics.com and at major retailers like Target and Walmart, with a price of $12.
- Launch of a highly requested product, Bronzing Drops, in three shades.
- Innovative and humorous marketing campaign starring Jameela Jamil.
- Product available at major retailers like Target and Walmart.
- Affordable price point of $12 per unit.
- Bronzing Drops are antioxidant-rich and contain Vitamin E and sunflower seed oil.
- Product is free from phthalates, parabens, and other harmful chemicals.
- Cruelty-free, vegan, and manufactured in Fair Trade Certified facilities.
- Campaign visibility on major streaming platforms such as Amazon Prime, Peacock, and YouTube.
- Directed by recognized talent, Chris Sojka, enhancing campaign credibility.
- No specific sales or revenue projections provided.
- Potential oversaturation in the market for similar beauty products.
- High dependency on influencer marketing and celebrity endorsements.
- Lack of detailed performance metrics or consumer reviews at launch.
e.l.f. Community’s Most Requested Product, Bronzing Drops, Arrives in Three Shades
e.l.f. SKIN’s new campaign for Bronzing Drops depicts the real-life passion the e.l.f. community has when new products drops and stars actress and activist Jameela Jamil. (Credit: Eric Robbins)
“Peculiar Behavior” humorously depicts the real-life passion the e.l.f community has when new products, especially those they have been clamoring for, are released. The spot kicks off with a two-minute, tongue-in-cheek mock documentary featuring actress and activist Jameela Jamil. She is a bespectacled, binocular-bearing observer who goes out in the “field” to report on how homo sapiens are responding to the product in their natural habitats.
“Bronzing Drops are the No. 1 product our community has requested from us with increasing intensity. In the spirit of surprising, delighting and entertaining our audiences – with that unexpected e.l.f. twist – we let our imaginations go wild,” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “Our community is clever, hilarious and unabashedly expressive. They essentially write the script for us.”
Jamil’s explorer takes an expedition that includes a suburban bedroom where a teen is seen swiping the coveted serum from her sister’s room; a crowded airport where the travelers wearing the Bronzing Drops look fresh and glowy while their fellow travelers appear exhausted; and a home office where a work-from-home professional relies on her Bronzing Drops to keep the secret that she hasn’t been outside in days.
When the intrepid anthropologist reveals her own bottle of Bronzing Drops on a city street, she causes a frenzy among people clamoring for it, and the spot closes with the line, “e.l.f. SKIN Bronzing Drops. Just
The film was directed by Madwell Founder and Chief Creative Officer Chris Sojka.
“I had so much fun working with e.l.f. and Madwell on this film and am so proud to partner with this beloved brand, which shares my values of inclusivity and accessibility for all, plus my passion for makeup," said Jamil.
“e.l.f.’s superpowers include premium quality, extraordinary prices and universal appeal, and that combustible combination creates an unrivaled level of passion among consumers,” said Sojka. “With ‘Peculiar Behavior,’ we playfully depict the high level of demand for the product, while also showcasing the product features and its transformative impact on complexions.”
Now available on elfcosmetics.com and at select retailers, including in-store at Target and Walmart and launching at additional retailers globally, e.l.f. SKIN Bronzing Drops are an antioxidant-rich tinted serum that gives a warm, back-from-vacay glow. Available in three shades, e.l.f. SKIN Bronzing Drops nourishes and moisturizes skin with Vitamin E and sunflower seed oil and can be used on the face and body for an all-over radiance. To apply, mix it with your favorite e.l.f. moisturizers. Like all e.l.f. SKIN products, Bronzing Drops are free from phthalates, parabens, nonylphenol ethoxylates, triclosan, triclocarban, and hydroquinone. e.l.f. SKIN products are also free from sulfates and are cruelty free, vegan and manufactured in Fair Trade Certified™ facilities. Look for the Fair Trade Certified™ seal on your e.l.f. product!
The spot will air on major streaming platforms such as Amazon Prime, Peacock and YouTube. Watch it on YouTube here: https://www.youtube.com/watch?v=eQWCU-3tcbk.
About e.l.f. SKIN
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. SKIN champions clean and kind skin care by making innovative, efficacious formulas at accessible prices with universal appeal. e.l.f. SKIN is e.l.f. clean, vegan, double Cruelty Free Certified with both, Leaping Bunny and PETA, and manufactured in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com/elf-skin.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240609265525/en/
Media Contacts
e.l.f. Beauty Media 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. SKIN
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