Dive Brief: 

• E.l.f. Cosmetics has teamed up with The Weather Channel and pop star Meghan Trainor for the return of its Halo Glow Liquid Filter makeup product, according to details shared with Marketing Dive. 
• Meghan Trainor shared on TikTok her weather report announcing the onset of a “e.l.f.ing glow storm” set to hit at the same time the beauty brand’s popular product returns. E.l.f. will also share the content on its TikTok, Instagram, YouTube and Twitter. 
• The effort includes a Glow Bundle of products and an out-of-home activation in New York. Timed to the holidays, E.l.f.’s latest move sees it continuing to target younger consumers on social media.  

Dive Insight:

Over eight in 10 women change their personal care or beauty routine based on the weather, per findings by The Weather Channel shared with Marketing Dive. In response, E.l.f. 's latest social media push opts for humor to position its products as reliable for any weather situation, a move that could effectively communicate brand value to its Gen Z target demographic.

Central to the effort is a “special radiance report” by Meghan Trainor, who alludes to a “glow storm” timed to the return of the viral Halo Glow Liquid Filter makeup, which had a wait list of over 75,000 names. The entertaining video sees the United States covered in the makeup product with Trainor forecasting “near blinding conditions” due to unbelievably glowy, dewy skin. 

Meghan Trainor has become one of the more recognized celebrities on TikTok, boasting over 15 million followers, and has heavily used the platform to promote her latest album, “Takin’ It Back,” while simultaneously creating humorous content with popular creator Chris Olsen. While enlisting a celebrity sees E.l.f. tapping into more traditional influencer marketing tactics on a platform known for supporting micro-influencers, choosing someone like Trainor, who has made her presence on the app a priority, could signal a growing role for celebrities as they begin viewing TikTok as more critical to their image.

Aside from the social media-hefty effort, E.l.f. will also organize an OOH activation in New York City on Dec. 13 and 14, using a Glow Plow to deliver the Halo Glow experience to consumers. Along the way, the beauty retailer will post real-time updates on its social channels. The brand also created a five-day E.l.f. Cosmetics Glow Bundle filled with best selling products, including the Halo Glow Liquid Filter.

Social media has been a priority for E.l.f. as it prepares for a post-cookie world and looks to maintain its successful loyalty program, which has recruited over three million members. Aside from its presence on TikTok, the marketer has also taken to other emerging social media platforms, like the so-called “anti-Instagram” app, BeReal. E.l.f. was one of the first major brands to join the app, using it for a variety of reasons like to share photos from its Halloween party or to tease new products. The retailer in July took to Amazon-owned livestreaming platform Twitch in an attempt to tap into the growing gaming community and created a limited-time Game Up collection.