e.l.f. Beauty partners with Channel 4 on branded YouTube series Ready or Not?!

By Amanda Pauley | Published: 28-Jul-2023

The drugstore brand hopes the show, starring creator Adeola Patronne, will expand its reach with Gen Z, featuring shoppable links to products

UK television station Channel 4 has launched its first-ever branded YouTube content series Ready or Not?! with cosmetics company e.l.f. Beauty

The show, which appears on Channel 4’s YouTube strand Channel 4.0, sees content creator Adeola Patronne and guests “dive headfirst into unfamiliar worlds of work,” read a joint statement from both companies. 

“While expressing their true selves through style, make-up and skin care.”  

Each episode begins with Patronne and her guest applying e.l.f. Beauty products before heading off to undertake mysterious, adrenaline-fuelled activities. 

These range from a win-or-lose football challenge, to a day out at a vegan animal sanctuary and a high-octane session stunt training with a Hollywood professional.

The drugstore beauty brand is also the first to trial e-commerce across Channel 4’s social branded content, with the addition of shoppable links appearing in each episode.

Channel 4.0’s “highly engaged young audience” – 84% of which are 13 to 24-year-olds – can purchase e.l.f. Beauty products as they appear in the show. 

Bespoke content about the series will also appear on Channel 4.0’s Instagram and TikTok.

“We are thrilled to be partnering with Channel 4.0 on its first-ever social branded YouTube series Ready or Not?!,” said Lauren Thornton, AVP, International Marketing at e.l.f. Beauty.

“This partnership and campaign, with its adrenaline-fuelled surprise challenges, aligns perfectly with e.l.f.’s vision to disrupt norms, shape culture and connect communities. 

“We cannot wait for our community to check it out.”

In March 2023, e.l.f. Beauty was announced as Channel 4.0’s official Beauty Partner. 

David Amodio, Deputy Head of Commercial Innovation and 4Studio at Channel 4, said the company is “excited” to continue to evolve this partnership. 

Ready or Not?! reflects British youth culture today,” he commented. 

“It is funny, boundary-pushing and empowers viewers to stay true to themselves.”

Channel 4.0 has commissioned 29 series since its launch in October 2022 and recently won Best Entertainment Channel at the Digital Broadcast Awards. 

This is not the first TV stunt e.l.f. Beauty has done this year.

The fast beauty brand unveiled its first-ever television advert at the Super Bowl in February. 

The 30-second slot, featuring White Lotus star Jennifer Coolidge, highlighted the company’s best-selling Power Grip Primer. 

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