Glowing Skyward: e.l.f. Cosmetics and Meghan Trainor Reunite to Debut New Global Cloud Skin Campaign and Limited-Edition Product Bundle
e.l.f. Cosmetics (NYSE: ELF) announces a new collaboration with GRAMMY® Award-winner Meghan Trainor for their Cloud Skin campaign, launching January 28, 2025. The campaign features Trainor as the first captain of e.l.f. Air in a reimagined in-flight safety video, challenging aviation industry norms where men constitute over 90% of pilots globally.
The partnership introduces the Cloud Skin Bundle ($36), featuring the new Halo Glow Powder Filter, Halo Glow Liquid Filter (which sold one unit every four seconds in 2024), Glow Reviver Lip Glimmer, and a -edition eye mask. The campaign aligns with rising interest in soft matte makeup, with global hashtag views up 168% year-over-year.
The digital-first campaign will run across multiple platforms, including a partnership with Uber to display the campaign video to airport-bound riders in the US & UK from January 28 to February 28, 2025.
e.l.f. Cosmetics (NYSE: ELF) annuncia una nuova collaborazione con la vincitrice di un Grammy® Meghan Trainor per la loro campagna Cloud Skin, che sarà lanciata il 28 gennaio 2025. La campagna presenta Trainor come la prima capitana dell'e.l.f. Air in un video di sicurezza a bordo reinventato, sfidando i normativi dell'industria aerea dove gli uomini rappresentano oltre il 90% dei piloti a livello globale.
Questa partnership introduce il Cloud Skin Bundle ($36), che include il nuovo Halo Glow Powder Filter, il Halo Glow Liquid Filter (che ha venduto un'unità ogni quattro secondi nel 2024), il Glow Reviver Lip Glimmer e una maschera per gli occhi in edizione speciale. La campagna è in linea con l'aumento dell'interesse per il trucco soft matte, con le visualizzazioni globali degli hashtag aumentate del 168% rispetto all'anno precedente.
La campagna digitale, orientata al web, sarà attiva su più piattaforme, inclusa una partnership con Uber per mostrare il video della campagna a chi si dirige verso gli aeroporti negli Stati Uniti e nel Regno Unito dal 28 gennaio al 28 febbraio 2025.
e.l.f. Cosmetics (NYSE: ELF) anuncia una nueva colaboración con la ganadora del Grammy® Meghan Trainor para su campaña Cloud Skin, que se lanzará el 28 de enero de 2025. La campaña presenta a Trainor como la primera capitana de e.l.f. Air en un video de seguridad en vuelo reinventado, desafiando las normas de la industria de la aviación donde los hombres constituyen más del 90% de los pilotos a nivel mundial.
La asociación introduce el Cloud Skin Bundle ($36), que incluye el nuevo Halo Glow Powder Filter, el Halo Glow Liquid Filter (que vendió una unidad cada cuatro segundos en 2024), el Glow Reviver Lip Glimmer, y una máscara para los ojos en edición especial. La campaña se alinea con el creciente interés en el maquillaje mate suave, con un aumento del 168% en las visualizaciones de hashtags a nivel mundial año tras año.
La campaña digital se ejecutará en múltiples plataformas, incluida una asociación con Uber para mostrar el video de la campaña a los pasajeros que se dirigen a los aeropuertos en EE. UU. y Reino Unido desde el 28 de enero hasta el 28 de febrero de 2025.
e.l.f. Cosmetics (NYSE: ELF)는 Meghan Trainor와의 새로운 협업을 발표하며, Cloud Skin 캠페인을 2025년 1월 28일에 출시합니다. 이번 캠페인에서는 Trainor가 e.l.f. Air의 첫 번째 기장으로 등장하여 항공 안전 비디오를 재구성하여 남성이 전 세계 조종사의 90% 이상을 차지하는 항공 산업의 규범에 도전합니다.
이번 파트너십은 Cloud Skin Bundle ($36)을 소개하며, 새로운 Halo Glow Powder Filter, Halo Glow Liquid Filter(2024년에는 매 4초마다 한 개씩 판매됨), Glow Reviver Lip Glimmer 및 한정판 아이 마스크가 포함됩니다. 이 캠페인은 소프트 매트 메이크업에 대한 관심이 높아지고 있는 추세와 일치하며, 전 세계 해시태그 조회수가 전년 대비 168% 증가했습니다.
디지털 중심 캠페인은 여러 플랫폼에서 진행되며, 2025년 1월 28일부터 2월 28일까지 미국과 영국의 공항으로 향하는 승객에게 캠페인 영상을 보여주기 위해 Uber와의 파트너십이 포함됩니다.
e.l.f. Cosmetics (NYSE: ELF) annonce une nouvelle collaboration avec la lauréate d'un Grammy® Meghan Trainor pour leur campagne Cloud Skin, qui sera lancée le 28 janvier 2025. La campagne met en vedette Trainor en tant que première capitaine de e.l.f. Air dans une vidéo de sécurité en vol réinventée, défiant les normes de l'industrie aéronautique où les hommes représentent plus de 90 % des pilotes dans le monde.
Le partenariat introduit le Cloud Skin Bundle ($36), comprenant le nouveau Halo Glow Powder Filter, le Halo Glow Liquid Filter (qui a vendu une unité toutes les quatre secondes en 2024), le Glow Reviver Lip Glimmer et un masque pour les yeux en édition limitée. La campagne s'aligne avec l'intérêt croissant pour le maquillage matte doux, avec une augmentation des vues de hashtags mondiaux de 168 % par rapport à l'année précédente.
La campagne axée sur le numérique se déroulera sur plusieurs plateformes, y compris un partenariat avec Uber pour afficher la vidéo de la campagne aux passagers se rendant vers les aéroports aux États-Unis et au Royaume-Uni du 28 janvier au 28 février 2025.
e.l.f. Cosmetics (NYSE: ELF) kündigt eine neue Zusammenarbeit mit der Grammy®-Preisträgerin Meghan Trainor für ihre Cloud Skin-Kampagne an, die am 28. Januar 2025 startet. Die Kampagne zeigt Trainor als die erste Kapitänin von e.l.f. Air in einem neu gestalteten Sicherheitsvideo für Fluggäste und stellt die Normen der Luftfahrtbranche in Frage, in der Männer weltweit über 90 % der Piloten ausmachen.
Die Partnerschaft führt das Cloud Skin Bundle ($36) ein, das das neue Halo Glow Powder Filter, Halo Glow Liquid Filter (welches 2024 alle vier Sekunden eine Einheit verkauft hat), Glow Reviver Lip Glimmer und eine limitierte Augenmaske umfasst. Die Kampagne steht im Einklang mit dem steigenden Interesse an sanfter Matte-Make-up, da die globalen Hashtag-Ansichten im Jahresvergleich um 168 % gestiegen sind.
Die digitale Kampagne wird auf mehreren Plattformen laufen, einschließlich einer Partnerschaft mit Uber, um das Kampagnenvideo vom 28. Januar bis 28. Februar 2025 den Fahrgästen auf dem Weg zu den Flughäfen in den USA und Großbritannien zu zeigen.
- Strong product demand evidenced by Halo Glow Liquid Filter selling one unit every four seconds in 2024
- Strategic expansion into entertainment sector through e.l.f. Made division
- Leveraging growing market trend with soft matte makeup hashtag views up 168% YoY
- None.
Trainor celebrates 10th anniversary of “Title” with e.l.f., taking “in-flight entertainment” to a new altitude
e.l.f. Cosmetics and Meghan Trainor launch a new campaign. The collaboration reimagines the traditional “in-flight safety video” to guide viewers on how to achieve a dreamy, soft-focus Cloud Skin glow. (Photo: Business Wire)
The campaign goes beyond your average pre-flight safety video, pushing boundaries in a more profound way. e.l.f. is once again placing women at the helm, with Trainor cast as the first captain of e.l.f. Air. This powerful visual challenges aviation norms, as men constitute over
e.l.f. and Trainor are marking the launch of e.l.f.’s new complexion holy grail, Halo Glow Powder Filter—a light, buildable, ultra-fine pressed powder that blurs the appearance of skin and reduces shine for a soft-focus glow that lasts—and celebrating the 10th anniversary of Trainor’s debut No. #1 charting album, Title. To commemorate 10 years of pop hits, Trainor is re-releasing the album on March 28 complete with two brand new tracks, “All About That Bass (Remastered)” and “Better When I’m Dancin’ (j.bird Timeless Tour Version),” along with six Live from Spotify London tracks. The 2-LP Vinyl can be pre-ordered exclusively on Trainor’s store now.
Recognizing the rising interest in soft matte makeup, with global hashtag views up +
“Who knew playing a pilot would be on my 2025 bingo card?! e.l.f. and I have been beauty besties for years. We have literally weathered every glowstorm together, so I knew e.l.f. was the perfect partner to celebrate ten years of Title,” Meghan Trainor. “e.l.f. always has a pulse on my favorite trends and is one step ahead of viral culture, so it feels amazing to come together again to disrupt norms and put me in the captain’s chair. I’m so happy to pilot this next collaboration to bring my favorite cruelty-free and vegan beauty to our communities!”
“From the moment we envisioned Meghan as the captain of e.l.f. Air, we knew this collaboration wasn’t just about taking flight—it was about redefining the boundaries of creativity and connection with our community,” said Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty. “Meghan’s unparalleled charisma and creative vision perfectly embody the spirit of Cloud Skin: bold, transformative and effortlessly accessible. Together, we’re not just creating a campaign; we’re charting a new course for beauty innovation that inspires and empowers everyone to glow their own way.”
The campaign will roll out across digital channels and social media, bringing this dreamy, soft-focus look directly to fans’ feeds, ensuring every eye, lip and face can take flight on this luminous adventure. The campaign was conceptualized, cast, produced and scripted by SHADOW, e.l.f. Cosmetics’ long-term creative marketing and communications agency.
“If e.l.f. had an airline, it’d obviously have the *best* entertainment and in-flight service. Meghan was, as usual, brilliantly hilarious, and the pitch-perfect partner to pilot this vision forward with the brand’s signature wink,” said Brian Vaughan, Executive Creative Director & Partner at SHADOW. “As most of our collaborations with e.l.f. often do, the idea began with a ‘what if?’ as we imagined navigating our e.l.f. community through texture turbulence and dullness to a destination of radiant, Cloud Skin. Absurd flight route aside, the brand’s ethos remains steady: this trip to the clouds is accessible to all.”
Tune in to the ethereal campaign experience on Trainor’s social channels and e.l.f.’s digital channels: elfcosmetics.com, Instagram, TikTok and YouTube. As part of the digital campaign, e.l.f. is also tapping top rideshare app Uber to bring this whimsical in-flight entertainment to riders preparing for an airborne moment of their own. From January 28, 2025 to February 28, 2025, the e.l.f. x Meghan Trainor Cloud Skin campaign video will play in-app for select, targeted riders booking a car to an airport in the US &
The e.l.f. Cosmetics x Meghan Trainor Cloud Skin Bundle (
- NEW Halo Glow Powder Filter – This complexion innovation delivers a soft-matte, blurred finish that’s as radiant as a sunbeam breaking through the clouds.
- Halo Glow Liquid Filter – A true beauty community favorite, with one sold every four seconds in 20243, this skincare-makeup hybrid is your ticket to luminous, dewy skin.
- NEW Glow Reviver Lip Glimmer in Princess Cut – This high-shine lip oil brings a pop of sparkle to your smile, glowing like a diamond in the sky.
- Limited-Edition e.l.f. Eye Mask – For an added touch of TLC with soft, cloud-inspired material to enjoy soothing darkness while you sleep.
This digital-first campaign is also a slice of e.l.f.’s expanding entertainment portfolio. Last year, the brand launched e.l.f. Made—the company’s entertainment arm, encompassing music, movies, gaming and sports.
Be sure to check out this whimsical adventure with e.l.f. Cosmetics and Meghan Trainor here!
1Source: The Civil Aviation Authority (CAA)
2Source: SPATE TikTok Views Global Jan 14, 2024 to Jan 12, 2025 vs. Jan 15, 2023 to Jan 14, 2024
3Source: Based on internal e.l.f. estimates of annual unit sales for 2024
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/20250127513347/en/
Hannah Rubin
hrubin@elfbeauty.com
Source: e.l.f. Cosmetics
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