More than a cosmetic change

“I want to be a dolphin… no wait, an NHL player… no actually, I want to be best friends with Grimace.” Child-like imagination always makes a fun addition to brand advertising, especially to effectively capture a wider audience. e.l.f cosmetics channelled Jennifer Coolidge’s dreams of being a dolphin in their campaign for the new Power Grip Primer. Disney Channel brought a twist to the NHL, transforming the live games into a kid’s style video game. And McDonald’s brought back a child’s Maccas bestie with the comeback Grimace Birthday Meal and Shake. Read more about these imaginative and cool things.

e.l.f challenges cosmetic ad norms

We thought it was interesting how beauty brands are changing from conventional marketing strategies for Gen Z and younger, especially with the rise of TikTok marketing and subsequent content. We also love how e.l.f are adapting to modern culture and acting quickly about it: “e.l.f. promoted the TikTok-viral Power Grip Primer, while also nodding to Coolidge’s dreams of playing a role as a dolphin, a statement made with no hesitation at the Golden Globes in January, just a few weeks before e.l.f.’s commercial aired.”