Dive Brief:
- E.l.f. Cosmetics today (April 28) launched a social-first digital content series starring actor Jennifer Coolidge, who also starred in the brand’s first Super Bowl commercial this year, according to a press release.
- “Vanity Table Talk'' draws inspiration from late-night talk shows and “get ready with me” videos, a style popular on TikTok, recruiting Coolidge to share comedic makeup insights. New episodes will be released every month through August on E.l.f.’s TikTok, YouTube and Instagram, with later episodes featuring actor Ashley Park and comedian Ziwe.
- The effort also includes a charitable component with nonprofit Rise for Animals, inspired by Coolidge’s longtime status as an animal rights activist. The series is the latest digital-focused move by the brand geared toward Gen Z.
Dive Insight:
E.l.f. is diving into the details with its social-first content series, drawing on a slew of guest stars to pull up a seat to its vanity and share anecdotes and beauty insights meant to promote empowerment and self-expression. The effort is the beauty brand’s latest attempt to build stronger ties to Gen Z.
“Vanity Table Talk” was inspired by the comedic quips of Jennifer Coolidge and builds off a prior partnership between the two for the brand’s first-ever Super Bowl commercial this year, which featured the star imitating a dolphin while applying the brand’s notoriously sticky Power Grip Primer. In the debut video, Coolidge shares her thoughts on the typically suggestive naming of makeup, declaring that product names like “Dirty Talk” could be replaced with simple adjectives like “Swollen.”
Two forthcoming episodes slated for the summer will feature actress Park and comedian Ziwe, who each will share their favorite beauty trends, application tips and tricks, and insight into their lives. Throughout episodes, E.l.f. will also promote popular products and debut new launches like summer skincare essentials, lip products and new items under its popular primer portfolio.
The series was created by Shadow, the brand’s longtime creative marketing and communications agency. To mark the debut of the effort and nod to Coolidge’s animal-lover status, E.l.f. also made a $100,000 donation to national animal rights organization Rise for Animals, a nonprofit focused on ending animal experimentation. The move could resonate strongly with its target audience, who routinely indicates that environmental issues are a top concern.
The latest move by E.l.f. joins a long list of digital efforts by the brand, including numerous original songs shared on TikTok. In one of its more recent tie-ups, the brand worked with American Eagle for a limited-edition, denim-inspired makeup collection and TikTok challenge. The brand has often extended an arm to more niche audiences, having last year introduced a line of makeup and skincare products themed around gaming.
