e.l.f. Beauty teams up with Meghan Trainor for Cloud Skin Campaign

By Nyima Jobe | Published: 29-Jan-2025

The campaign with the singer is a reminder of the drugstore beauty brand’s commitment to inclusivity and entertainment-driven marketing

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 e.l.f. Beauty has teamed up with award-winning artist Meghan Trainor for its Cloud Skin Campaign. 

The drugstore beauty brand and longtime e.l.f. Beauty “superfan” have reimagined the traditional in-flight safety video on aeroplanes to introduce Cloud Skin – a limited edition complexion bundle designed to achieve what the brand says is a “dreamy soft-focus glow”.

The campaign,which aired on 27 January, playfully nods to aviation norms casting Trainor as the captain of ‘e.l.f. Air’, a role the cosmetics company states is traditionally dominated by men as more than 90% of pilots worldwide are male. 

This collaboration marks Trainor’s third creative project with e.l.f. Beauty and aligns with the brand’s ongoing commitment to inclusivity, accessibility and entertainment-driven marketing. 

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