e.l.f. launched a comical “e.l.f. von zehn” campaign in Germany targeted at Gen Z. In the humourous ads, scientists conduct absurd experiments on young people wearing e.l.f. cosmetics, such as checking that they’re wearing concert-proof make-up by recreating a club in the lab. (Proving they understand young German’s nightlife culture.) The campaign’s tagline “e.l.f. von zehn” means “11 out of 10” in German, and is a nod to German’s reputation for liking quality products (as in, quality that goes beyond expectations) as well as the nation’s traditional love for scientific ranking. (BusinessWire)
📊 YPulse data: An ad that makes them laugh is the top kind of ad that makes European 13-39-year-olds have a more positive view of a brand
