Dive Brief:
- E.l.f. Skin, the beauty marketer’s skincare line, launched its largest brand campaign to date, “Divine Skintervention,” per a press release.
- Actor-comedian Megan Stalter (“Hacks”) stars in a 60-second hero spot as the “Sinfluencer,” a character who encourages consumers to commit skincare sins like sleeping in makeup. The campaign will roll out across social media, television and out-of-home (OOH).
- E.l.f.’s latest campaign extends the company’s efforts to become an entertainment brand and keys into insights about Gen Z’s complicated relationship with skincare.
Dive Insight:
E.l.f. Skin’s “Divine Skintervention” uses humor to market to Gen Z consumers who have made the beauty marketer a top brand in its category. The cohort uses more skincare products than any other generation, according to Statista data cited by E.l.f. However, Gen Zers are also guilty of committing “skin sins,” per internal company surveys, an insight that underpins the campaign’s concept.
At the heart of the multichannel campaign is a 60-second spot featuring Stalter as a mischievous Sinfluencer who encourages consumers to commit such “skin sins” as washing with any old product and paying for expensive skincare gadgets. As the Sinfluencer, Stalter is outfitted in a devil costume well-suited to the upcoming Halloween season.
The campaign conceived and produced with Day One Agency will run on major streaming platforms such as Disney+, Peacock, Amazon Prime, Hulu, Netflix and Paramount+. The effort also includes an interactive landing page in the U.S. and U.K. that generates product recommendations from consumer “confessions.”
“Divine Skintervention” continues E.l.f.’s efforts to become an entertainment brand that engages with consumers, particularly Gen Z, around culture. The marketer’s new entertainment arm, E.l.f. Made, this month unveiled an original album meant to soundtrack Get Ready With Me videos, a popular genre on apps like TikTok. Previously, E.l.f. Skin used an Animal Planet-style ad to promote a Bronzing Drops that has found viral success.
E.l.f. Beauty increased marketing spending to 25% of net sales in fiscal 2024, up from 7% of net sales five years ago. It has seen higher marketing investments pay off in its sales results. The company reported 50% net sales growth in its Q1 2025 earnings report. So far in 2024, E.l.f. has executed more than a dozen campaigns, including a “So Many Dicks” effort that garnered $1 billion organic media impressions, per a recent earnings call.
