Trainor celebrates 10th anniversary of “Title”
with e.l.f., taking “in-flight entertainment” to a new altitude
e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), is
soaring skyward with GRAMMY® Award-winning singer, songwriter,
multi-instrumentalist and long-time e.l.f. superfan Meghan Trainor
in a new high-flying multimedia campaign for Cloud Skin, a
limited-edition complexion bundle. This marks the third creative
collaboration between e.l.f. and Trainor, a true reflection of
their shared spirit and values across humor, music and making
beauty accessible to all. Together, they reimagine the traditional
“in-flight safety video” to guide viewers on how to achieve a
dreamy, soft-focus Cloud Skin glow—a look seen and adored
throughout Trainor’s latest tour.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20250127513347/en/
e.l.f. Cosmetics and Meghan Trainor
launch a new campaign. The collaboration reimagines the traditional
“in-flight safety video” to guide viewers on how to achieve a
dreamy, soft-focus Cloud Skin glow. (Photo: Business Wire)
The campaign goes beyond your average pre-flight safety video,
pushing boundaries in a more profound way. e.l.f. is once again
placing women at the helm, with Trainor cast as the first captain
of e.l.f. Air. This powerful visual challenges aviation norms, as
men constitute over 90% of pilots globally1. The campaign reflects
how e.l.f. does it all—delivering lighthearted and humorous
entertainment, while staying deeply attuned to the needs and
desires of its community.
e.l.f. and Trainor are marking the launch of e.l.f.’s new
complexion holy grail, Halo Glow Powder Filter—a light, buildable,
ultra-fine pressed powder that blurs the appearance of skin and
reduces shine for a soft-focus glow that lasts—and celebrating the
10th anniversary of Trainor’s debut No. #1 charting album, Title.
To commemorate 10 years of pop hits, Trainor is re-releasing the
album on March 28 complete with two brand new tracks, “All About
That Bass (Remastered)” and “Better When I’m Dancin’ (j.bird
Timeless Tour Version),” along with six Live from Spotify London
tracks. The 2-LP Vinyl can be pre-ordered exclusively on Trainor’s
store now.
Recognizing the rising interest in soft matte makeup, with
global hashtag views up +168% year-over-year according to Spate2,
e.l.f. harnessed this energy to create a dynamic, playful campaign
and product bundle that makes the Cloud Skin look accessible to
all. By tapping into the viral conversation across social
platforms, e.l.f. uniquely builds a world with Trainor at the helm,
steering viewers through the skies of accessible beauty to navigate
texture turbulence and soar to complexion perfection.
“Who knew playing a pilot would be on my 2025 bingo card?!
e.l.f. and I have been beauty besties for years. We have literally
weathered every glowstorm together, so I knew e.l.f. was the
perfect partner to celebrate ten years of Title,” Meghan Trainor.
“e.l.f. always has a pulse on my favorite trends and is one step
ahead of viral culture, so it feels amazing to come together again
to disrupt norms and put me in the captain’s chair. I’m so happy to
pilot this next collaboration to bring my favorite cruelty-free and
vegan beauty to our communities!”
“From the moment we envisioned Meghan as the captain of e.l.f.
Air, we knew this collaboration wasn’t just about taking flight—it
was about redefining the boundaries of creativity and connection
with our community,” said Patrick O’Keefe, Chief Integrated
Marketing Officer at e.l.f. Beauty. “Meghan’s unparalleled charisma
and creative vision perfectly embody the spirit of Cloud Skin:
bold, transformative and effortlessly accessible. Together, we’re
not just creating a campaign; we’re charting a new course for
beauty innovation that inspires and empowers everyone to glow their
own way.”
The campaign will roll out across digital channels and social
media, bringing this dreamy, soft-focus look directly to fans’
feeds, ensuring every eye, lip and face can take flight on this
luminous adventure. The campaign was conceptualized, cast, produced
and scripted by SHADOW, e.l.f. Cosmetics’ long-term creative
marketing and communications agency.
“If e.l.f. had an airline, it’d obviously have the *best*
entertainment and in-flight service. Meghan was, as usual,
brilliantly hilarious, and the pitch-perfect partner to pilot this
vision forward with the brand’s signature wink,” said Brian
Vaughan, Executive Creative Director & Partner at SHADOW. “As
most of our collaborations with e.l.f. often do, the idea began
with a ‘what if?’ as we imagined navigating our e.l.f. community
through texture turbulence and dullness to a destination of
radiant, Cloud Skin. Absurd flight route aside, the brand’s ethos
remains steady: this trip to the clouds is accessible to all.”
Tune in to the ethereal campaign experience on Trainor’s social
channels and e.l.f.’s digital channels: elfcosmetics.com,
Instagram, TikTok and YouTube. As part of the digital campaign,
e.l.f. is also tapping top rideshare app Uber to bring this
whimsical in-flight entertainment to riders preparing for an
airborne moment of their own. From January 28, 2025 to February 28,
2025, the e.l.f. x Meghan Trainor Cloud Skin campaign video will
play in-app for select, targeted riders booking a car to an airport
in the US & UK, with direct links to shop the Halo Glow
collection.
The e.l.f. Cosmetics x Meghan Trainor Cloud Skin Bundle
($36) will debut on January 28, 2025, and feature Trainor’s
signature Cloud Skin products and a custom merch item. It will be
available while supplies last on elfcosmetics.com beginning at 12
p.m. ET/9 a.m. PT.
- NEW Halo Glow Powder Filter – This complexion innovation
delivers a soft-matte, blurred finish that’s as radiant as a
sunbeam breaking through the clouds.
- Halo Glow Liquid Filter – A true beauty community
favorite, with one sold every four seconds in 20243, this
skincare-makeup hybrid is your ticket to luminous, dewy skin.
- NEW Glow Reviver Lip Glimmer in Princess Cut – This
high-shine lip oil brings a pop of sparkle to your smile, glowing
like a diamond in the sky.
- Limited-Edition e.l.f. Eye Mask – For an added touch of
TLC with soft, cloud-inspired material to enjoy soothing darkness
while you sleep.
This digital-first campaign is also a slice of e.l.f.’s
expanding entertainment portfolio. Last year, the brand launched
e.l.f. Made—the company’s entertainment arm, encompassing music,
movies, gaming and sports.
Be sure to check out this whimsical adventure with e.l.f.
Cosmetics and Meghan Trainor here!
1Source: The Civil Aviation Authority (CAA) 2Source: SPATE
TikTok Views Global Jan 14, 2024 to Jan 12, 2025 vs. Jan 15, 2023
to Jan 14, 2024 3Source: Based on internal e.l.f. estimates of
annual unit sales for 2024
About e.l.f. Cosmetics
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is
e.l.f.ing possible. We are a different kind of company that
disrupts norms, shapes culture and connects communities through
positivity, inclusivity and accessibility. e.l.f. Cosmetics, our
global flagship brand, makes the best of beauty accessible to every
eye, lip and face by bringing together the best of beauty, culture
and entertainment. Our superpower is delivering universally
appealing, premium quality products at accessible prices that are
e.l.f. clean and vegan, all double-certified by Leaping Bunny and
PETA as cruelty-free. We are proud to have products made in Fair
Trade Certified™ facilities. Learn more at
www.elfcosmetics.com.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20250127513347/en/
Hannah Rubin hrubin@elfbeauty.com
e l f Beauty (NYSE:ELF)
Historical Stock Chart
From Jan 2025 to Feb 2025
e l f Beauty (NYSE:ELF)
Historical Stock Chart
From Feb 2024 to Feb 2025
