“Get Ready With Music, The Album’ creates a sense of belonging – whether you are one of the talented artists featured on it or you are part of the community that embraces it as a blank canvas to express your (s)e.l.f.”
From makeup giant to entertainment company
This isn’t the first bold campaign from e.l.f.
In May, the brand’s beauty arm launched its “So Many Dicks” ad as part of its “Change the Board” initiative, highlighting the jarring lack of diversity on publicly traded boards. e.l.f. also made its Super Bowl debut last year with a Jennifer Coolidge-fronted spot for its Power Grip Primer. During the Big Game earlier this year, it promoted its popular Halo Glow Liquid Filter with help from Judge Judy.
Just this week, it launched a collab with Tinder heralded by a playful spot from Mischief @ No Fixed Address, addressing the first-date anxieties faced by young people.
e.l.f.’s latest investment highlights a growing trend of advertisers dabbling in unexpected collaborations and branded entertainment.
In June, Starbucks announced the launch of its production house, Starbucks Studios. LVMH also launched 22 Montaigne Entertainment in February, a production arm for its portfolio of luxury brands. Elsewhere, names like Liquid Death, Mastercard, and Whiskas have also released albums in recent years.
