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e.l.f. Cosmetics is once again leveraging cultural conversations that help its brand move beyond traditional beauty spaces. In partnership with its AOR, 1Milk2Sugars, e.l.f. launched a POUT-ine Challenge as a social-first creator campaign in support of the Main Stain Lip Marker launch in Canada.
Who's behind the campaign?
- Agencies - 1Milk2Sugars
- Brand - e.l.f. Cosmetics
(click on the link to view the agency's Vendor Directory listing)
The creative was built around a simple insight: the best way to prove a transfer-resistant lip stain is to put it through a wear test people actually want to watch. Poutine, one of Canada’s most iconic (and messiest) foods, was the perfect contender. In fact, during ideation, our social listening showed conversations around poutine are up 36% year-over-year, surpassing maple syrup as Canada's most talked-about iconic dish.
The campaign collaborated with creators to highlight entertainment instead of just another beauty tutorial. They partnered with influencers who seamlessly blend beauty, food, and lifestyle to engage both beauty and food audiences. Throughout this collaboration, they ensured that the product's most significant proof point remained central to the story.
Campaign Images:
(click to enlarge)
