e.l.f. Cosmetics has teamed up with songwriter and multi-instrumentalist Meghan Trainor and The Weather Channel to create a new digital campaign.
Trainor worked with the Gen Z-focused beauty brands to create a series of weather forecast-inspired social media videos showcasing the brand’s products.
The campaign was based on a survey by The Weather Channel, which found that eight out of ten women surveyed change their personal care or beauty routine with the weather.
“It’s pretty astounding when you stop and consider the impact of weather — how it can influence so many of our decisions and behaviours, including our cosmetics routine,” said Randi Stipes, IBM Vice President of Brand Marketing and Chief Marketing Officer of IBM Watson Advertising and The Weather Company.
“One might even say weather is 'the original influencer’.
“I love that e.l.f. is the first cosmetics brand to leverage our weather insights to help their message fulfil their brand purpose of unstoppable self-expression.”
The collaboration also celebrates the return of e.l.f. Halo Glow Liquid Filter, which has been restocked on the brand’s D2C website.
e.l.f. has created a Halo Glow Makeup Kit to coincide with the campaign, which retails for £28.50.
It includes the Halo Glow Liquid Filter, a skin care-make-up hybrid with squalane and hyaluronic acid that work to give skin a soft, dewy look.
A Halo Glow Setting Powder and Ultimate Blending Brush are also featured in the set.
“We are bracing for the first glow storm this holiday season,” said Patrick O’Keefe, Vice President, Integrated Marketing Communications of 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.”
Trainor is an American singer-songwriter and television personality, who rose to prominence after releasing her debut single All About That Bass.
The song reached number one in the US Billboard Hot 100 chart and sold 11 million copies worldwide.
