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.”