E.l.f. Will get in on ‘Sizzling Woman Stroll’ TikTok Pattern in Time for Olympics

E.l.f. is the primary official magnificence associate of Sizzling Woman Stroll, a health group which inspires motion amongst ladies, in line with info shared with sister publication Advertising and marketing Dive. To mark the partnership, the cosmetics firm launched a two-minute video meant to parody the appear and feel of televised sports activities competitions.

Olympian Gabby Douglas and actor Patrick Warburton function sportscasters within the clip, giving a play-by-play commentary of three completely different walkers as they compete. The parody, developed in partnership with company Movers+Shakers, incorporates a well-liked TikTok pattern whereas additionally tapping into Olympic hype. The “Sizzling Woman Stroll Championship” parody seeks to additional set up E.l.f. as an leisure model.

E.l.f is embracing a social media pattern to advertise its Energy Grip Dewy Setting Spray with a parody executed within the type of a sportscast. Douglas and Warburton sit side-by-side in a artistic clip which not solely touches on so-called “sizzling lady walks,” but additionally leans into Olympic pleasure. The parody is accompanied by a brand new sponsorship and product bundle as the corporate seems to cement its bona fides as an leisure model.

“The genesis of the Sizzling Woman Stroll Championship is two-fold: first, there was an perception that our neighborhood and even our e.l.f. workers are gripped by group walks and second, our neighborhood is raving in regards to the unimaginable makeup-gripping and endurance of Energy Grip Dewy Setting Spray,” stated Chief Model Officer Laurie Lam in a press release.

Sizzling Woman Walks are sometimes 4 miles lengthy and are supposed to assist members concentrate on mindfulness. The parody exhibits challenges such walkers face, comparable to leaf blowers, with Douglas and Warburton offering protection within the type of a sports activities broadcast. The winner of the “championship” used Energy Grip Dewy Setting Spray to set their make-up previous to beginning the stroll. Creator and founding father of Sizzling Woman Stroll Mia Lind makes a cameo as a decide.

To tie the parody to real-life activations, the cosmetics firm subsequent month will sponsor a Sizzling Woman Stroll occasion in Miami. The occasion will coincide with the discharge of a Snapchat lens which furthers the model’s efforts on cell channels. E.l.f has lengthy leaned into digital tendencies to achieve youthful shoppers, not too long ago launching a real-world commerce expertise with Roblox, a gaming platform common with younger shoppers.

E.l.f. final month continued its push into entertainment-led advertising, significantly inside digital and TV, with an Animal Planet-style advert starring British actress and activist Jameela Jamil. The corporate elevated advertising spending to 25% of web gross sales in fiscal 2024, a heavy funding that has helped the model entice younger shoppers and develop gross sales.