e.l.f. SKIN Debuts “Peculiar Behavior” Campaign Starring Jameela Jamil as Highly Requested Bronzing Drops Land at Retailers Globally
10 Juni 2024 - 6:01AM
Business Wire
e.l.f. Community’s Most Requested Product,
Bronzing Drops, Arrives in Three Shades
e.l.f. SKIN’s Bronzing Drops - a nourishing tinted serum that
gives skin a sun-kissed glow - have dropped, and the brand is
launching the long-anticipated product with “Peculiar
Behavior.”
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20240609265525/en/
e.l.f. SKIN’s new campaign for Bronzing
Drops depicts the real-life passion the e.l.f. community has when
new products drops and stars actress and activist Jameela Jamil.
(Credit: Eric Robbins)
“Peculiar Behavior” humorously depicts the real-life passion the
e.l.f community has when new products, especially those they have
been clamoring for, are released. The spot kicks off with a
two-minute, tongue-in-cheek mock documentary featuring actress and
activist Jameela Jamil. She is a bespectacled, binocular-bearing
observer who goes out in the “field” to report on how homo sapiens
are responding to the product in their natural habitats.
“Bronzing Drops are the No. 1 product our community has
requested from us with increasing intensity. In the spirit of
surprising, delighting and entertaining our audiences – with that
unexpected e.l.f. twist – we let our imaginations go wild,” said
Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “Our
community is clever, hilarious and unabashedly expressive. They
essentially write the script for us.”
Jamil’s explorer takes an expedition that includes a suburban
bedroom where a teen is seen swiping the coveted serum from her
sister’s room; a crowded airport where the travelers wearing the
Bronzing Drops look fresh and glowy while their fellow travelers
appear exhausted; and a home office where a work-from-home
professional relies on her Bronzing Drops to keep the secret that
she hasn’t been outside in days.
When the intrepid anthropologist reveals her own bottle of
Bronzing Drops on a city street, she causes a frenzy among people
clamoring for it, and the spot closes with the line, “e.l.f. SKIN
Bronzing Drops. Just $12. Go Wild.”; a nod to its incredible mic
drop value.
The film was directed by Madwell Founder and Chief Creative
Officer Chris Sojka.
“I had so much fun working with e.l.f. and Madwell on this film
and am so proud to partner with this beloved brand, which shares my
values of inclusivity and accessibility for all, plus my passion
for makeup," said Jamil.
“e.l.f.’s superpowers include premium quality, extraordinary
prices and universal appeal, and that combustible combination
creates an unrivaled level of passion among consumers,” said Sojka.
“With ‘Peculiar Behavior,’ we playfully depict the high level of
demand for the product, while also showcasing the product features
and its transformative impact on complexions.”
Now available on elfcosmetics.com and at select retailers,
including in-store at Target and Walmart and launching at
additional retailers globally, e.l.f. SKIN Bronzing Drops are an
antioxidant-rich tinted serum that gives a warm, back-from-vacay
glow. Available in three shades, e.l.f. SKIN Bronzing Drops
nourishes and moisturizes skin with Vitamin E and sunflower seed
oil and can be used on the face and body for an all-over radiance.
To apply, mix it with your favorite e.l.f. moisturizers. Like all
e.l.f. SKIN products, Bronzing Drops are free from phthalates,
parabens, nonylphenol ethoxylates, triclosan, triclocarban, and
hydroquinone. e.l.f. SKIN products are also free from sulfates and
are cruelty free, vegan and manufactured in Fair Trade Certified™
facilities. Look for the Fair Trade Certified™ seal on your e.l.f.
product!
The spot will air on major streaming platforms such as Amazon
Prime, Peacock and YouTube. Watch it on YouTube here:
https://www.youtube.com/watch?v=eQWCU-3tcbk.
About e.l.f. SKIN
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is
e.l.f.ing possible. We are a different kind of company that
disrupts norms, shapes culture and connects communities through
positivity, inclusivity and accessibility. e.l.f. SKIN champions
clean and kind skin care by making innovative, efficacious formulas
at accessible prices with universal appeal. e.l.f. SKIN is e.l.f.
clean, vegan, double Cruelty Free Certified with both, Leaping
Bunny and PETA, and manufactured in Fair Trade Certified™
facilities. Learn more at www.elfcosmetics.com/elf-skin.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240609265525/en/
Media Contacts e.l.f. Beauty Media Inquiries:
Melinda Fried mfried@elfbeauty.com Consumer Media Inquiries:
Brittany Banion brittany@weareshadow.com Business Media
Inquiries: Rachel Sharpe elf@5wpr.com
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