E.l.f. Beauty has launched a new campaign titled “Peculiar Behavior” to promote its latest product, E.l.f. Skin Bronzing Drops. The campaign, which premiered on June 10, features a two-minute spot starring British actress and activist Jameela Jamil. In the ad, Jamil portrays an anthropologist observing the enthusiastic behaviors of E.l.f. shoppers in an Animal Planet-style format. This innovative marketing strategy underscores E.l.f.'s commitment to entertainment-led advertising, particularly within digital and TV platforms, and highlights its impressive sales growth and strategic use of social listening.
Harnessing Community Insights
Laurie Lam, Chief Brand Officer at E.l.f. Beauty, emphasizes the importance of community feedback in shaping the campaign. “It was really important for us to harness what our community was sharing with us to actually create something that our community was desiring,” Lam stated. The documentary-style video features Jamil examining the “peculiar behavior” of E.l.f. fans, including a teenager attempting to swipe the serum from her sister’s room, travelers using the product to stay fresh at a crowded airport, and a remote employee relying on the Bronzing Drops to look presentable.
The campaign ends with Jamil using her own Bronzing Drops, causing a frenzy among onlookers. The message concludes with the tagline “E.l.f. Skin Bronzing Drops. Just $12. Go Wild.” Directed by Madwell Founder and Chief Creative Officer Chris Sojka, the commercial will air on major streaming platforms such as Amazon Prime Video and Peacock.
Community-Led Product Development
E.l.f.’s strategy goes beyond just entertaining ads; it actively incorporates community input in product development. The idea for the Bronzing Drops gained traction after CEO Tarang Amin noticed a significant demand during a TikTok Live session. Lam explained, “The TikTok Live ended — it was civil, there were a lot of requests for it — [Amin] walked over to the product development area in Oakland … where our headquarters is, and he asked for bronzing drops.”
The company ensured the product met community expectations by debuting it in three shades and incorporating beneficial ingredients like antioxidants. A soft launch to members of E.l.f.'s Beauty Squad loyalty program, which boasts around 5 million members, further demonstrated the brand’s commitment to engaging with its audience. A teaser campaign on social media highlighted some of the more enthusiastic requests for the product, enhancing anticipation and excitement.
Strategic Marketing Investments
E.l.f.'s latest campaign follows a period of strong financial performance. The company reported a 77% year-over-year increase in net sales, reaching $1.02 billion in fiscal 2024. This growth has led to increased marketing investments, with spending rising to 25% of net sales, a significant jump from 7% five years ago. “We have a very significant, strong ROI, and it continues to be very healthy and robust, and as a result of that our marketing and digital spend has shifted with that growth,” Lam noted.
Part of E.l.f.'s marketing success lies in its focus on entertainment. The brand’s first national Super Bowl ad and its collaboration with Liquid Death on a goth-themed Corpse Paint makeup collection, which sold out in 45 minutes, are testaments to this approach. These efforts have expanded E.l.f.'s reach, with 68% of purchasers from the Liquid Death collaboration being new to the brand.
Adapting to Consumer Trends
E.l.f. Beauty’s marketing strategy is driven by a commitment to meet consumers where they are. Lam explained, “We go where our community is, so sometimes it’s less about the platform, and it’s more about where we think our community is leaning into. Where are they finding their content? Where are they finding their news? Where are they finding their trends?”
This adaptability has allowed E.l.f. to maintain broad demographic appeal, from boomers to Gen Alpha. “We’ve sought out to make the best of beauty accessible to every eye, lip and face, and that’s exactly what we’ve done with our brand over the last two, three, four years,” Lam said.
In conclusion, E.l.f. Beauty’s “Peculiar Behavior” campaign showcases the brand’s innovative approach to marketing, leveraging community insights and entertainment to drive engagement and sales. By continuously listening to and acting on consumer feedback, E.l.f. ensures its products and marketing strategies resonate with a diverse and growing audience.