E.l.f. is the first official beauty partner of the fitness movement Hot Girl Walk. To promote its Power Grip Dewy Setting Spray, e.l.f is following the lead of viral content by making a parody sports broadcast. Gabby Douglas and Patrick Warburton play the role of sportscasters, discussing both the viral “hot girl walks” and the excitement of the Olympics. In this race, the winner is whoever uses the Power Grip Dewy Setting Spray to set their makeup before starting the walk. The experience is further continued by a live Hot Girl Walk event in Miami, along with a partnership with Snapchat to develop a custom lens—all with the intention of encouraging women to stay active. (Social Media Today)
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