Picture credit: e.l.f. Beauty
This article was originally published in The Future of Beauty Trend Report. Receive your copy here
A music album, a romcom trailer and a reality-TV inspired mystery series might not be the type of releases you’d expect to see from beauty brands, but to reach today’s Gen Z consumers, being just a beauty brand is no longer enough.
Investing in premium original content has become the next golden goose for leading Gen Z brands including e.l.f. Beauty, CeraVe and NYX Professional Makeup, as the line between beauty commerce and entertainment grows increasingly blurred.
2024 has seen a big step forward in the types of entertainment being produced by beauty brands as they doubled down on their strategies.
e.l.f. Beauty has created a new entertainment arm, called e.l.f. Made, to further its efforts to become “an entertainment brand”.
The division has released Get Ready With Music, The Album, as an extension of GRWM beauty videos featuring music anthems for different moods and looks.
e.l.f. Beauty's new entertainment arm e.l.f. Made has created a GRWM music album
The album resulted from direct insights from the brand’s community, with 92% of women saying that listening to music while getting ready boosts their mood.
e.l.f. has also this year released a 15-minute true crime-style mockumentary called Cosmetic Criminals, and its Divine Skintervention campaign, conceived and produced with creative agency Day One Agency, which ran on major streaming platforms, featuring comedian Megan Stalter exploring skin care slip-ups.
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