Why e.l.f. Cosmetics Simply Dropped an Album
An album drop from e.l.f won’t have been in your 2024 bingo card, however final week the sweetness model joined the ranks of Charli XCX and Taylor Swift with a 16-song launch of its personal.
Get Prepared With Music, The Album riffs on widespread Get Prepared With Me (GRWM) social media movies, by which individuals share their make-up and styling routines in preparation for heading out the door.
The debut marks the primary output from e.l.f Made, a devoted leisure arm that may assist the make-up large have interaction prospects by way of music, gaming, and sport.
“Our imaginative and prescient is to be a special sort of magnificence firm; saying we’re an leisure firm is being a special sort of magnificence firm,” e.l.f Magnificence’s vp of built-in advertising and marketing, Patrick O’Keefe, advised ADWEEK.
“Identical to e.l.f. disrupted the sweetness trade with worth, high quality, and pace, that’s what we’re doing with music, gaming, sports activities – sort of popping out of nowhere and fascinating a group round it.”
Constructing on e.l.f’s out-of-the-box advertising and marketing method, which has seen it collab with manufacturers together with Liquid Dying and launch its personal Roblox expertise, the launch of a enterprise unit devoted to leisure is “stake within the floor” that the model is “dedicated to delivering best-in-class leisure to our group,” defined O’Keefe.
He didn’t specify how large the e.l.f Made crew was, however mentioned inside employees and company companions had been all “fueling the rocket ship.”
GRWM, The Album contains a collective of rising world artists like Charlotte Rose Benjamin, Betty Who, and Meduulla. The primary single Hairpin by Benjamin is out now.
E.l.f has a historical past of creating music. In 2023 it partnered with Colombian singer Manuel Turizo for single Ojos. labios. Cara. It additionally launched a vacation album referred to as e.l.f. the Hauls in 2021.
The perception behind GRWM, The Album was pushed by analysis from Madwell which discovered 77% of girls say make-up and music give them a way of belonging and group whereas 75% see music and make-up as essential instruments for self-expression.
“Each eye, lip, and face has a novel story to inform, and it turns into even richer with a soundtrack,” mentioned Kory Marchisotto, e.l.f. Magnificence’s chief advertising and marketing officer (CMO), in a press release.
“Get Prepared With Music, The Album’ creates a way of belonging – whether or not you might be one of many gifted artists featured on it or you might be a part of the group that embraces it as a clean canvas to precise your (s)e.l.f.”
From make-up large to leisure firm
This isn’t the primary daring marketing campaign from e.l.f.
In Could, the model’s magnificence arm launched its “So Many Dicks” advert as a part of its “Change the Board” initiative, highlighting the jarring lack of variety on publicly traded boards. e.l.f. additionally made its Tremendous Bowl debut final yr with a Jennifer Coolidge-fronted spot for its Energy Grip Primer. In the course of the Massive Recreation earlier this yr, it promoted its widespread Halo Glow Liquid Filter with assist from Decide Judy.
Simply this week, it launched a collab with Tinder heralded by a playful spot from Mischief @ No Mounted Deal with, addressing the first-date anxieties confronted by younger individuals.
e.l.f.’s newest funding highlights a rising pattern of advertisers dabbling in surprising collaborations and branded leisure.
In June, Starbucks introduced the launch of its manufacturing home, Starbucks Studios. LVMH additionally launched 22 Montaigne Leisure in February, a manufacturing arm for its portfolio of luxurious manufacturers. Elsewhere, names like Liquid Dying, Mastercard, and Whiskas have additionally launched albums in recent times.
Issues have been on the up-and-up for e.l.f. which lately turned the second-largest cosmetics model within the U.S., in response to NielsenIQ. Its internet gross sales additionally elevated 50% within the first quarter of its 2024 fiscal yr.
As for measuring the album’s success, O’Keefe is most involved with its affect on the group.
“Delighting our group is our No. 1 KPI, it all the time is,” he mentioned.
“GRWM, The Album additionally provides the group publicity to artists they may not all the time get to listen to, and these artists are improbable and simply want a platform to show that. And, after all, some chart-topping songs wouldn’t harm.”
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