e.l.f. Beauty has released its latest campaign, eyes. lips. face. fandom., which focuses on its fan favourite product Power Grip Primer.
The campaign stars actors Joey King and Lucien Laviscount and will debut at the Macy’s Thanksgiving Day Parade.
In the ad, King and Laviscount portray rivals from opposing teams who find common ground with sports fan face paint applied on with e.l.f.'s cult-favorite primer.
The Power Grip Primer, which the brand says sells every 3.5 seconds, becomes the metaphorical glue that holds them together.
Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, highlighted the campaign’s overall message of inclusivity: “Our fandom is made up of a beautiful tapestry of kindred spirits who rally around shared passions.
“We don’t allow stereotypes to limit who we speak to or who uses our products, our house is open to every eye, lip and face, including sports lovers,” said Marchisotto.
Actress Joey King, said the campaign celebrates individuality while uniting fans. “No matter what you are a fan of, fandoms bring people together,” King said.
“This campaign reminds us to stick together, whether through sports, love, or even a great primer.”
Lucien Laviscount, making his first appearance in a beauty campaign, embraced the chance to step outside traditional roles.
“Being part of this campaign has been a highlight of my season,” said Laviscount.
“It’s unexpected, it’s entertaining, and it’s a perfect fit for a brand that thrives on challenging norms.”
The brand says the ad’s debut during the Thanksgiving Day Parade will reach an estimated 22 million viewers.
Created in partnership with creative agency 72andSunny Amsterdam and directed by Alex Buono, e.l.f said the campaign will run throughout the sports season, and feature in high-visibility placements during key events.