e.l.f. Cosmetics Debuts TikTok Shop Super Brand Day
29 March 2024 - 9:01PM
Business Wire
In an eyes.lips.first, e.l.f. is Debuting New Power Grip Dewy
Setting Spray with an Original Soundtrack
e.l.f. Beauty (NYSE: ELF) announced today its biggest brand,
e.l.f. Cosmetics, will be the first brand featured in a TikTok Shop
Super Brand Day, running March 31-April 3, 2024.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20240329308988/en/
e.l.f. Cosmetics Debuts TikTok Shop Super
Brand Day Launching March 31, 2024. (Graphic: Business Wire)
This eyes.lips.first. with TikTok complements e.l.f.’s larger
celebration as the brand marks its 20th year as a bold disruptor
with a kind heart, and its one-year anniversary as a top TikTok
Shop.
The highlight of e.l.f.’s Super Brand Day, which puts the brand
front and center on the platform, will be the debut of Power Grip
Dewy Setting Spray, e.l.f.’s newest holy grail product. This
biphase setting mist gives a dewy finish and sets makeup for all
day wear for only $10.
Adding a special twist, e.l.f. Cosmetics wrote an original song
for the debut of Power Grip Dewy Setting Spray on TikTok Shop. The
lyrics – set to a hip-hop beat - break down how to use this new
holy grail product.
“Being the first brand partner in a TikTok Shop Super Brand Day
unites an unique trifecta: introducing a new product, debuting an
original song, and shining a spotlight on our shop. We wanted to
surprise and delight our community who have been with us since our
first viral moment on TikTok,” said Kory Marchisotto, Chief
Marketing Officer of e.l.f. Beauty. “It was important for us to
make a bold entrance and show up in a disruptive way to this party,
and what better way than a new product and another original song
for the platform.”
e.l.f. was an early adopter in embracing TikTok Shop as a
meaningful retail partner. e.l.f. and TikTok point to the unique
opportunity to drive in-the-moment excitement and the ability to
create a viral sensation with millions of views while prioritizing
entertainment.
"e.l.f. has thrived on TikTok Shop by creatively engaging with
our community and building exciting, culturally relevant moments,”
said Nico Le Bourgeois, Head of TikTok Shop US Operations. "We're
thrilled to partner with e.l.f. on this campaign and showcase
products that shoppers can purchase directly on TikTok Shop."
The debut of Power Grip Dewy Setting Spray continues to build
the fan-favorite Power Grip franchise. Today, Power Grip Primer is
the No. 1 SKU in mass color cosmetics.* During e.l.f.’s TikTok Shop
Super Brand Day, spend $15 and you will receive a free Power Grip
Primer Mini.
Check out e.l.f.’s TikTok Shop Super Brand Day here.
* Source: e.l.f. Cosmetics claim based on data reported by
NielsenIQ through its Scantrack Service for the Mass Market Color
Cosmetics category for the 52-week period ending February 24, 2024,
for the US xAOC channel according to e.l.f. Cosmetics custom
product hierarchy. Copyright © 2024, Nielsen Consumer, LLC.
About e.l.f. Cosmetics: Since 2004, e.l.f. Cosmetics has
made the best of beauty accessible to every eye, lip and face. We
make high-quality, prestige-inspired cosmetics and skin care
products at an extraordinary value and are proud to be e.l.f.
clean, vegan, cruelty free and Fair Trade Certified. As one of the
first online beauty brands, e.l.f. continues to attract a highly
engaged audience and set benchmarks with new digital platforms. Our
brand is widely available at leading retailers such as Target,
Walmart and Ulta Beauty, and has a growing international presence
including at Boots, Superdrug and Douglas. Learn more by visiting
www.elfcosmetics.com.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240329308988/en/
Media: e.l.f. Beauty Corporate Communications
Inquiries: Melinda Fried mfried@elfbeauty.com
Consumer Media Inquiries: Brittany Banion
brittany@weareshadow.com
Business Media Inquiries: Amanda Garland
elf@5wpr.com
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