“We’ve had so much e.l.f.ing fun creating the ‘Please Tan Responsibly’ campaign for e.l.f Skin, featuring none other than Snooki,” Kory Marchisotto, e.l.f. Beauty’s chief marketing officer, told Adweek.
“As we enter the last moments of summer, Snooki shares an important message for our community to ‘Go SPF yourselves with Suntouchable!’—our viral SPF skincare collection. The response across our platforms has been incredible—everyone is resonating with the nostalgia of Snooki and the overall ’90s-style PSA.”
Marchisotto previously told Adweek that the company selects its partners based on being “kindred spirits,” making the choice of the irreverent reality TV star both buzzworthy and on-brand.
E.l.f has previously partnered with Chipotle to create a makeup palette inspired by the restaurant chain’s burrito ingredients, which went viral and sold out quickly. And in February, the brand featured Jennifer Coolidge in a quirky Super Bowl spot for its TikTok-famous primer, during which the White Lotus star shared her best dolphin impression.