E.l.f. cosmetics is tapping Meghan Trainer for a new beauty partnership with The Weather Channel. (Yes, you read that right.) The Weather Channel’s data shows that “over eight in 10 women change their personal care or beauty routine based on the weather.” This has inspired their collab with e.l.f. Cosmetics as the brand uses “humor to position its products as reliable for any weather situation.” To promote the return of their Halo Glow Liquid Filter makeup, Meghan Trainer took to TikTok to share “her weather report announcing the onset of a ‘e.l.f.ing glow storm.’” E.l.f will continue to run the campaign across TikTok, Instagram, YouTube, and Twitter but will also “organize an OOH activation in New York City in December, using a Glow Plow to deliver the Halo Glow experience to consumers.” (Marketing Dive)
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