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E.l.f Cosmetics is doubling down on music-driven marketing after successful viral campaigns on TikTok. 

E.l.f Cosmetics is doubling down on music-driven marketing after successful viral campaigns on TikTok. Last year, marketing on the app became a major part of their rebrand strategy after the hashtag #elfcosmetics took off organically. After that, they launched one of the most viral sponsored campaigns on the platform with the #eyeslipsface challenge, which received over 5 billion views with 3 million videos made featuring the customized song of the same name. Celebrities like Lizzo and Reese Witherspoon even participated without being paid. During COVID, the brand remixed the song to encourage hand washing, and earlier this month, they came out with the #elfvanishingact challenge to promote a new primer. While it wasn’t a sponsored campaign, it has received 15 million views so far. TikTok recently announced strict restrictions about the music brands are allowed to use, but e.l.f Cosmetics has been able to avoid copyright issues with the creation of their own songs. (Glossy)