E.l.f. Cosmetics is once again leaning into entertaining ads to reach Gen Z. The brand is no stranger to spotlighting their products in ways that feel more like mini-TV shows than traditional ads. Earlier this year, they launched a telenovela social media series, “Descubre e.l.f.ecto,” filled with drama and hilarious situations to promote some of their best-selling products. Now, the brand is debuting “e.l.f.ino & schmarnes,” a satirical, legal-themed campaign starring comedian Matt Rife and drag star Heidi N Closet as a dynamic “beauty attorney” duo fighting back against overpriced makeup. (Although, it is worth noting many young women online have condemned the company for doing so due to Rife’s “misogynistic and sexist” behavior.) The effort will also feature a pop-up event at New York City’s Oculus, where attendees can file “beauty complaints,” win products, and interact with costumed “attorneys.” (Marketing Dive)
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