Beauty brand e.l.f. Cosmetics is launching its first ever community-led brand campaign in the UK, inviting consumers to ‘live your bold truth by proudly expressing your e.l.f.’. 

And it’s going to be big. The campaign extends across social channels, tube stations, digital screens and experiential pop ups, culminating in its first 30-second, UK-created, TV advert coinciding with the return of Big Brother on ITV2 in October. 

With a theme ‘encouraging everyone to get involved and #expressyourelf’, the brand brings the e.l.f. acronym (eyes.lips.face.) to life “in an irreverent, fun and cheeky way”, as it turns to its community asking them “what does e.l.f. mean to you”? 
“Adding a special beat”, e.l.f. has also teamed up with emerging UK singer/songwriter Caity Baser, “whose no-filter, catchy anthems have generated a loyal community following”. And her upbeat new single ‘Disco Shoes’ is the soundtrack for #expressyourelf.

The ad’s inclusive cast of 20 “dynamic personalities”, include a punk poet, medical researcher and dancer, “reflecting numerous GenZ subcultures”. From street casting to encounters on set, “cast members were found in unexpected places” [with] the cast creating their own beauty looks and shared how they personally express their e.l.f”. 

This weekend (16-17 September from 10am-6pm), e.l.f.’s community will also come together to #expressyourelf at e.l.f.’s “enter.looking.fabulous, exit.looking.famous” pop-up in Shoreditch (146 Brick Lane, London).

Christine Cassidy, Vice-President and General Manager, International, e.l.f. Beauty, said: “We are on a mission to encourage self-expression and empower others to embrace their individuality. #expressyourself does just that – it is a movement that personifies who we are at e.l.f. and how we are shaping British culture together with our community. We want every eye, lip and face to feel the joy and freedom of expressing their truest (s)e.l.f.”

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