Dive Brief:
- E.l.f. Cosmetics is taking its place at tribal council through an integration with the 50th season finale of CBS’ “Survivor,” according to a press release.
- The brand will air three “E.l.f.ie Advantage” vignettes throughout the three-hour broadcast Wednesday, which is the first live “Survivor” reunion in seven years. The spots, which star creator Delaney Rowe and “Survivor” contestant Tiffany Ervin, are inspired by the reality competition series’ arduous challenges and promote three E.l.f. products.
- Rowe will also host a live broadcast as part of the effort, with the brand’s socials dedicated to red carpet coverage around the event. E.l.f. is using the opportunity to release a co-branded Buff Bundle featuring the trio of products highlighted in the marketing, along with a buff item themed around “Survivor.”
Dive Insight:
E.l.f. is leveraging the finale of a milestone season of “Survivor” to experiment with co-branded, narrative-focused marketing. A series of three spots airing on CBS and Paramount+ place content creator Rowe into the cutthroat world of the show, where she gets a leg up on competitors like Ervin by applying E.l.f. products.
In one vignette, Rowe puts on E.l.f. Cosmetics Camo Concealer to blend seamlessly into the island foliage and eavesdrop on her rivals. Other offerings highlighted in the ads include E.l.f. Skin Suntouchable Whoa Glow sunscreen makeup primer and E.l.f. Cosmetics Power Grip Primer. Those goods all come in a limited-edition bundle the beauty and cosmetics brand will drop on its website around the broadcast Wednesday. The “Survivor” buff will also be available with any purchase of $30 or more while supplies last.
“With its culturally savvy and community-driven approach, e.l.f. Cosmetics is a perfect partner for this landmark season, and the ‘e.l.f.ie Advantage’ creative campaign is a bold example of entertainment-first storytelling that authentically engages fans and seamlessly lives within the show’s universe,” said Beth Trentacoste, senior vice president of creative at Paramount Media Labs, in a statement.
Along with the advertising elements, Rowe is leading red carpet coverage celebrating iconic women who have won the reality competition. Those include: Ervin, Michele Fitzgerald, Maryanne Oketch, Sophie Clarke, Erika Casupanan, Savannah Louie and Dee Valladares. Rowe’s interviews will appear on the social channels of both E.l.f. and “Survivor.”
The “Survivor 50” finale could generate additional interest as the first live reunion for the program in seven years and the first time a winner has been announced live since season 40. “Survivor 50,” subtitled “In the Hands of the Fans,” has placed stronger emphasis on viewer voting than prior seasons and seen an according bump in online engagement. The premiere garnered the most social interactions of any “Survivor” installment to date while episodes have averaged nearly 10 million viewers, the release said.
