The lip collection is also “us translating Jen’s dream into reality,” said Marchisotto. “None of this was planned. It shows our ability to lean into signals.”
Coolidge met with e.l.f.’s innovation team to develop the products. According to Marchisotto, the partnership was a step beyond typical influencer marketing, since Coolidge played a key role in co-creating the products.
Marchisotto outlined the brand’s approach to collaborating with creators: “Are we kindred spirits with who we’re working with? Do we care about the same things? … From there, we let the magic happen. We are not prescriptive; we are open.”
“Thanks to the enduring partnership and incomparable creative energy between Jennifer Coolidge and e.l.f., as well as e.l.f.’s loyal fans, we were able to explore the subversive and deliver something unexpected. As we developed, scripted and shot the campaign, we transformed what was once a piece of Jen’s imagination – a Dirty Pillows lipstick – into a real-life treasure for the brand’s community,” Shadow’s executive creative director, Brian Vaughan, said in a statement.