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e.l.f. Cosmetics is an incredibly affordable beauty brand that appeals to young women. Although it has a strong following, the brand had no story or clearly defined personality. I worked with the CMO and her team to develop a brand positioning, brand story, integrated brand campaign and creative content including online video, social and promotions. "Play Beautifully" features real women in real life situations rather than celebrities or models in a stylized setting that cosmetics brands are typically known for. The platform gave e.l.f. a voice in a cluttered category and has defined every aspect of the brand's communications.
e.l.f. Cosmetics is an affordable beauty brand that appeals to young people. Although it had a strong following, the brand had no story or clearly defined personality. Working closely with the CMO and her team, we developed a brand voice, positioning, story, guidelines, tagline and integrated campaign that included videos, social, site content, beauty tutorials, in-store collateral and promotional materials.
"Play Beautifully" featured real women rather than celebrities or models in real life situations - something that cosmetics brands were not typically known for. The platform gave e.l.f. Cosmetics a voice in a cluttered category and set the tone for future brand communications.