Liquid Death and e.l.f. cosmetics released a dark collab. Targeted towards next gen metalheads (but really anyone who wants to unleash their inner darkness), the brands have collaborated on a makeup kit called “Corpse Paint.” Brand fans (and more) are loving the campaign’s video as it takes elements from “90s toy and teen beauty commercials,” bringing out nostalgia to these gens. Both companies prioritize promoting self-expression above all else—though in different ways—making an unexpected partnership flow. (The Drum)
📈 YPulse research: Young consumers embrace unconventional marketing techniques, especially when companies collaborate with unexpected brands
