e.l.f. Cosmetics

When a brand believes in disrupting norms, shaping culture and connecting communities through positivity, inclusivity and accessibility, you launch it in the most genuine, approachable way possible.

Making good on a promise

Although it had a strong following, the brand initially had no story or clearly defined personality. Working closely with the new CEO, CMO, and marketing team, we brought the mission to life: to make the best of beauty accessible to every eye, lip, and face.

Keeping it real

The "Play Beautifully"  campaign featured real women rather than celebrities or models in real life situations - something that cosmetics brands were not typically known for. It included videos, social, site content, beauty tutorials, in-store collateral, and promotional materials.

Creative at work

The campaign was the first ever for a virtually unknown brand and set the foundation for future communications. It led to consistent, category-leading growth.