e.l.f. Cosmetics' 'Eyes. Lips. Face.'

About

e.l.f. Cosmetics' "Eyes. Lips. Face." campaign is a groundbreaking marketing initiative that leveraged the power of TikTok to engage a wide audience. The campaign featured an original song and dance challenge, encouraging users to create and share their own videos. This strategy effectively tapped into TikTok's viral potential, making it the most successful campaign in TikTok US history with over 7 billion views and 5 million user-generated videos[2][3]. The campaign's catchy song became a hit, reaching #4 on Spotify's global chart and earning media impressions exceeding 1.5 billion[3]. The campaign's success was further amplified by its inclusive and creative nature, appealing to Gen Z and Millennials. Celebrities like Ellen, Lizzo, and Reese Witherspoon participated, contributing to its widespread popularity[3][4]. e.l.f. used this momentum to launch a TikTok reality show, "Eyes. Lips. Famous," offering users a chance to become influencers[3]. The campaign significantly boosted e.l.f.'s brand visibility, moving it from the eighth to the second favorite beauty brand among teens[4]. It also led to a substantial increase in sales, solidifying e.l.f.'s position in the beauty industry[2].