E.l.f. Cosmetics’ The Weather Channel-inspired campaign stars Meghan Trainor
E.l.f. Cosmetics is kicking off the holiday season with a brand new campaign informed by insights from The Weather Channel and brought to life with the help of Grammy Award-winning artist Meghan Trainor.
Titled as a special radiance report, Trainor will break news on an e.l.f.ing glow storm on the way, which was inspired by the return of the brand’s Halo Glow Liquid Filter, which has been out of stock and had a waitlist of more than 75,000 names, the company said.
“We are bracing for the first glow storm this holiday season,” said Patrick O’Keefe, vice president of integrated marketing communications for e.l.f. Beauty. “e.l.f.’s glow is fueled by force multiplying and delivering the unexpected. By tapping into The Weather Channel brand’s rich legacy coupled with Meghan Trainor's brilliance in this campaign, we are reaching new audiences and showing that beauty is in the eye of the… glow storm.”
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In addition, e.l.f. Cosmetics also creates a five-day Glow Bundle, which features the brand’s OG products and viral best sellers, including:
- Halo Glow Liquid Filter: A skin care and makeup hybrid product that is infused with squalene and hyaluronic acid to help give skin and soft and dewy look;
- Luminous Putty Blush: A lightweight and buildable putty-to-powder blush that is infused with argan oil and vitamin E that melts seamlessly onto the skin and gives cheeks a subtle shimmer finish;
- Bite-Size Eyeshadow Palette: On-the-go powder eyeshadow quads that come in a combination of matter and shimmer shades;
- Liquid Glitter Eyeshadow: Designed to help users obtain a shimmering eye look with one-swipe of glitter coverage; and
- Glossy Lip Stain: A sheer pop of color and subtle gloss effect that is long-lasting, does not transfer and looks to leave lips looking and feeling fresh.
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“It’s pretty astounding when you stop and consider the impact of weather — how it can influence so many of our decisions and behaviors, including our cosmetics routine,” said Randi Stipes, IBM vice president of brand marketing and chief marketing officer of IBM Watson Advertising and The Weather Company. “One might even say weather is 'the original influencer.’ I love that e.l.f. is the first cosmetics brand to leverage our weather insights to help their message fulfill their brand purpose of unstoppable self-expression.”