E.l.f. has a new “sinfluencer” who, like Gen Z, needs Divine Skintervention. The brand says Gen Z uses more skincare products than any other gen, but they also tend to be the most guilty of indulging in “skin sins,” like using outdated products and sleeping in their makeup. So, e.l.f. is tapping actress Megan Stalter as a “Sinfluencer,” dressed as a devil (perfectly in time for Halloween), encouraging consumers to do wrong by their skin—though in the end, they all choose the e.l.f products the sinfluencer is terrified by. The ad will also feature an interactive element for consumers to share their own “skin sin” confessions, though no “divine skintervention” will magically come of it. (Marketing Dive)
📊 YPulse data: 70% of 13-39-year-olds use skincare products
