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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.
Although e.l.f. Cosmetics had a strong cult following, the brand had no story or clearly defined personality. Prior to the IPO, we developed the brand story and brought it to life in e.l.f.’s first ever brand campaign. We started by creating a brand positioning and new brand identity. This served as the launching pad for an integrated brand campaign including social, site content, beauty tutorials, in-store and more. The "Play Beautifully" campaign featured real women rather than celebrities or models in real life situations - something 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.