e.l.f. Beauty is revolutionizing the beauty world in Germany with the "e.l.f. von zehn" campaign - an initiative based on the brand promise to be a different kind of company: e.l.f. breaks norms, shapes culture and connects communities. With a humorous look at its own community, e.l.f. builds trust with this campaign by telling authentic experiences of the engaged community in an entertaining way - always focusing on the common demand for the highest quality.
The "e.l.f. out of ten" campaign picks up on the "11 out of 10" rating and celebrates the outstanding quality of e.l.f.'s affordable, high-quality products. Inspired by the community's great enthusiasm for ratings and reviews, e.l.f. combines humorous elements with product tests, completely redefining the standards of traditional quality ratings.
"In Germany, people love good reviews. As you would expect, the German community has given us an 'e.l.f. out of ten' - a rating that only e.l.f. can claim," says Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty. "'e.l.f. by ten' embodies our close connection to culture and community. We harness the power of real people and turn them into 'e.l.f.ing' entertaining content - made for them, by them. By celebrating the authentic perspectives of our community with humor, we create a place of togetherness that stands for positivity, inclusivity and accessibility - for every eye, lip and face."
The "e.l.f. by ten!" campaign is an expression of e.l.f.'s relentless dedication to innovation and commitment to continue to inspire the community with high-quality beauty products for every eye, lip and face. Through its infectious blend of fun and quality, e.l.f. demonstrates the unrivaled strength of the brand and the enduring and growing loyalty of the community.
In collaboration with creative agency 72andSunny, e.l.f. brings the "e.l.f. of ten" campaign to life with a series of exciting multi-channel activations. In various humorous 30-second clips, actor Christopher Kouros ("Bridget Jones - Chocolate for Breakfast") plays a mad scientist who takes real community reviews and puts products such as the Glow Reviver Lip Oil, the Lash XTNDR Mascara, the Power Grip Primer and the Halo Glow Liquid Filter to the test with exaggerated experiments.
To establish the message of "e.l.f. von zehn", e.l.f. is working with retail partners in Germany and reaching beauty fans via targeted sponsorship, for example on Amazon Prime, Netflix and RTL+. The campaign is also complemented by eye-catching digital out-of-home advertising in Berlin, Düsseldorf, Hamburg, Cologne and Munich. A special highlight: the catchy campaign song "The ELF Sting", which underlines e.l.f.'s promise to challenge the status quo, as well as the TikTok account of the "scientist" @elf_often.
About e.l.f. Beauty
e.l.f. Beauty (NYSE: ELF) is driven by the belief that everything is e.l.f.ing possible. We are a special kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. Our mission is clear: to make the best beauty products accessible for every eye, lip and face. e.l.f. Beauty and its brands - e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People and NATURIUM - act with purpose, strive for results and draw their strength from special abilities. e.l.f. Beauty offers clean and vegan products and is proud to be the first beauty company in the world to have Fair Trade Certified(TM) facilities. With a big heart at the center of the company's values, e.l.f. donates 2% of its net profits to organizations that create positive change.
