e.l.f. is introducing new witchy sisters for a Halloween campaign. Without even launching a new product alongside it, “The e.l.f.ing Magical Sisters” post was e.l.f.’s most-interacted with on Instagram in September. It poses two of their blush and bronzer products as truly magic to three sisters, a classic coven inspired by Y2K faves like Charmed and Practical Magic. It’s not set to become a full microseries, though that is the trend lately and some fans are even asking for it. But the impact as just one ad speaks to the success of e.l.f.’s “listen-learn-lean” approach, which takes cues from their online community to make product and marketing decisions. Blending the Halloween nostalgia with recognizable Gen Z actresses and Gen Z slang has clearly hit home with brand fans—and made new ones. Their data shows between May and September, half of the buyers for the featured products were new to e.l.f. (Marketing Dive)
👀 Read more from YPulse: What are Gen Z’s Plans for Halloween This Year?
