'Peculiar Behavior' Shows the Wild Passion of the e.l.f. Community
Laura McQuarrie — June 10, 2024 — Marketing
References: elfcosmetics & businesswire
To accompany the launch of its nourishing Bronzing Drops, e.l.f SKIN introduced a new campaign called Peculiar Behavior starring actress and activist Jameela Jamil. Created to convey the real-life passion the e.l.f community has for this nourishing tinted serum available in three shades, the campaign takes the form of a short mockumentary observing fans 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."
Image Credit: Eric Robbins
“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."
Image Credit: Eric Robbins
Trend Themes
1. Community-driven Product Development - Leveraging consumer feedback to shape and prioritize product launches fosters deeper brand loyalty and engagement.
2. Mockumentary Marketing - Utilizing playful, documentary-style videos captures audience attention through humorous and relatable storytelling.
3. Celebrity-influenced Skincare Campaigns - Collaborations with well-known personalities amplify brand message and attract diverse audiences.
Industry Implications
1. Beauty and Skincare - Innovative marketing strategies in skincare products highlight new ways to connect with enthusiastic consumer bases.
2. Digital Marketing - Creative, community-focused campaigns redefine how brands can engage with their audience online.
3. Entertainment - Blending entertainment with advertising provides unique opportunities for cross-industry partnerships.
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