elf SKIN rescues the shame of skincare in the satirical campaign “Divine Skintervention”

elf SKIN launches new satirical campaign “Divine Skintervention”. (Photo: Business Wire)

In a lively, comedic take on the temptations of skincare, the campaign tackles everyday skincare mistakes – from picking pimples to the oh-so-familiar habit of sleeping with makeup on. Actress and comedian Megan Stalter stars as the mischievous “sinfluencer” who lures unsuspecting skincare offenders into dreaded dilemmas.

And here's the kicker: elf SKIN is here to banish shame and offers salvation from skin sins with the “Holy Hydration!” products from elf.

elf SKIN offers high-quality skincare products at affordable prices with a distinctive value proposition. The brand offers straightforward, no-fuss skincare solutions and relies on elf clean, cruelty-free and vegan formulas.

“We've all committed skincare sins – and there's no shame in that! We're just here to save the community from committing more of those sins,” said Kory Marchisotto, Chief Marketing Officer of elf Beauty. “With this campaign, we're putting proper skincare at the forefront and demystifying horror stories that say taking care of your skin is complicated or tedious. We've made it elf SKIN's priority to provide a no-brainer routine that delivers great results without our community needing a PhD to understand it or spending a lot of money to access it.”

According to a study by Statista, Generation Z uses more skin care products than any other generation*, but several surveys show that Generation Z is also guilty of skin sins.**

Driven by community insights, elf SKIN has transformed real skincare confessions into a comprehensive 360-degree initiative, Divine Skintervention, rolling out across social media, TV and out-of-home platforms. The campaign also includes an interactive landing page with a special quiz in the US and UK, where consumers can “confess” their skincare sins and receive personalized product recommendations.

The campaign and its creative implementation were conceived and produced together with Elf's creative partner, Day One Agency, further strengthening Elf's position as an entertainment brand that surprises and delights its community.

elf SKIN has outpaced skincare category growth by 32x***, achieved top 10 brand status**** and quickly cemented its place as an accessible brand for every eye, lip, face and skin type. With the aim of continuing to grow its community, elf SKIN has focused its product innovation on launching new product families alongside Holy Hydration! and its recent viral success Bronzing Drops.

The spot will air on major streaming platforms such as Disney+, Peacock, Amazon Prime, Hulu, Netflix and Paramount+. Watch it here on YouTube:

*Statista: Which shoppers in the beauty sector in the US spend the most on skin care in 2021, by age group.
**Elf Cosmetics 2024 Elf BFFs social group survey.
***eleven SKIN claim based on data reported by NielsenIQ through its Scantrack service for the mass market facial care category for the 12-week period ending June 15, 2024 for the U.S. xAOC channel, as defined by elf SKIN's custom product hierarchy. Copyright 2024, Nielsen Consumer, LLC.
****Piper Sandler Taking Stock With Teens survey, Spring 2024.

Over eleven SKIN

elf Beauty (NYSE: ELF) is driven by the belief that anything is possible. We are a different kind of company that breaks norms, shapes culture, and connects communities through positivity, inclusivity, and accessibility. elf SKIN represents elf-clean and gentle skincare by creating innovative, effective formulas at affordable prices with universal appeal. elf SKIN is elf-clean, vegan, double certified, and cruelty-free. Certified by Leaping Bunny and PETA, and Fair Trade certified. Learn more at www.elfcosmetics.com/elf-skin.

View original version on businesswire.com:

The Elf Beauty Stock at the time of publication of the news with an increase of +1.71 % up to 116.6USD
on the NYSE stock exchange (September 14, 2024, 2:04 a.m.).