Like most college students, I found myself scrolling on LinkedIn. As a business major with a marketing emphasis, my feed is a long scroll of creative strategies and campaigns designed to capture the attention of people like me, and it worked. One brand that made me pause is e.l.f. Cosmetics. Who would have thought I’d see a Stanley Cup and lip oil collaboration on my feed? Not exactly your average duo, but e.l.f. makes it work. And they have been making it work for two decades.
In 2004, e.l.f revolutionized beauty marketing with its radical idea of selling $1 lipsticks online. Since then, the company has leveraged its aggressive beauty marketing strategies and digital-first approach to create some of the most impactful campaigns and collaborations. We all know the magic behind a strong partnership: double the audience, double the buzz, and hopefully, more than double the profits. But only some partnerships make sense. That’s where e.l.f. shines. In this blog post, I’ll highlight some of their best collaborations in 2024.
H2-Glow: Stanley x e.l.f Cosmetics
e.l.f. recently partnered with Stanley 1913 to drop limited-edition quenchers and tumbler lip oil holder accessories. The collection includes Stanley’s signature 30 oz and 40 oz tumblers in e.l.f.’s lip oil shades: Crystal Clear Night, Honey Talks, Jam Session, Red Delicious, and Coral Fixation. And yes, they even threw in stickers to “express yourse.l.f.” and personalize your tumbler lip oil holder and matching Stanley quencher. e.l.f. Cosmetics stated: “This ultimate duo came to life based on collective community demand - because let’s be real, no one leaves home without their Stanley Quencher and e.l.f. Glow Reviver Lip Oil.”
Yesterday, the collection became exclusively available for purchase in-store and online at Target, so make sure to run, not walk.
e.l.f.’s “Get Ready With Music, The Album:” A Soundtrack of Self-Expression
In early September, e.l.f. teamed up with emerging artists to drop a soundtrack for all beauty enthusiasts. Think of it as your new favorite playlist to blast while perfecting your eyeliner or applying lip gloss. With music playing such a significant role in beauty routines, it’s no surprise e.l.f. decided to elevate the classic “get ready with me” experience. This project was about creating deeper cultural connections with their audience and being a source of self-expression, leveraging an experience the beauty community already loves. The album became available on October 15th across platforms like Spotify, Apple Music, YouTube, TikTok, and iHeart.
STEM era: Purdue x e.l.f. Cosmetics
e.l.f. isn’t just about looks anymore–they’re about making an impact. Through their collaboration with Purdue University, e.l.f. is helping inspire young women to get into STEM. As a part of a fan-friendly maker space event in Indianapolis, e.l.f. hosted interactive experiences, encouraging young women to explore the intersection of beauty, science, and technology. e.l.f. is more than a beauty brand–they’re using their platform to inspire the next generation of STEM leaders.
Turn Up the Heat: Tinder x e.l.f. Cosmetics
Looking to score the perfect first date look? e.l.f. and Tinder’s collaboration has you covered. The “Put Your e.l.f. Out There” vault collection features limited-edition beauty essentials aimed at empowering confidence and self-expression and calming first date jitters. This partnership is a seamless blend of e.l.f. ’s beauty expertise and Tinder’s mission to make dating fun and authentic by inspiring people to express themselves boldly. “Confidence is key when sparking new connections. Your bravest, funniest, most charming self shines through when you look and feel your best,” said Melissa Hobley, Tinder's Chief Marketing Officer.
“Finding a like-minded partner like Tinder is non-negotiable in our collaborations. We draw inspiration directly from the pulse of our communities and translate it into bold action. Knowing 80% of singles in the study said having a get-ready routine impacts their confidence on a first date, we created products to help them feel like their most empowered selves,” says Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty.
Along with the product collaboration, the brands have created a comedic campaign video showcasing how a bold look can ease pre-date nerves and boost confidence. The video featuring TV personality and social media influencer Harry Jowsey captures the ups and downs of modern dating with a playful twist.
CORPSE PAINT: Liquid Death x e.l.f. Cosmetics
Lastly, let’s not forget the drop dead gore-geous e.l.f. x Liquid Death collaboration that took the beauty community by storm. This black metal-inspired CORPSE PAINT collection might sound shocking, but it was THE most talked about the launch. The makeup vault, featuring everything from eyeliner to lipstick in shades that scream drama, embraced boldness like never before. e.l.f. is a brand that knows its audience, and more importantly, knows how to surprise them in the best way. CORPSE PAINT is the collaboration the beauty community didn’t know it needed but can’t live without. These brands share a passion for self-expression and unexpected creativity: “When you set out to create a different kind of company, it's important to align yourself with like-minded kindred spirits. We are both challenger brands on a one-way path to disruption," said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty.
The Secret Behind e.l.f.’s Marketing Success
So why are e.l.f.’s marketing strategies and collaborations so successful? It’s simple: they understand their community, take risks, and embrace what’s culturally relevant. Whether tapping into TikTok trends, aligning with viral products, or creating memorable experiences, e.l.f. knows how to stay ahead of the curve. Their approach is built on inclusivity, fun, and creativity, which has allowed them to thrive in a competitive beauty landscape.
As a marketing student, watching their strategy unfold is like a masterclass in how to balance a bold brand personality with authenticity and, most importantly, how to truly express yourse.l.f.
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