Cosmetics company e.l.f. has positioned its most ambitious brand campaign ‘Divine Skintervention’ as the ultimate salvation for common skincare transgressions.
The campaign takes a comedic take on everyday skincare slip-ups, from pimple picking to the oh-so-relatable habit of sleeping in makeup. E.l.f. has featured Megan Stalter, an actress, and comedian, as the mischievous ‘Skinfluencer’, who lures unsuspecting would-be skincare sinners into dreaded but hilarious dilemmas.
Kory Marchisotto, e.l.f. Beauty’s Chief Marketing Officer, said everyone has committed skincare sins. “We’re just here to rescue the community from making more of them. With this campaign, we’re putting a halo around proper skincare, demystifying horror stories that taking care of your skin is complex or cumbersome,” she explained. “We’ve made it e.l.f. SKIN’s priority to provide a straightforward routine that delivers great results without asking our community to have a PhD to understand it, or beaucoup bucks to access it.”
e.l.f. has been driven by community insights to transform real-life skincare confessions into a full-blown 360-degree ‘Divine Skintervention’ initiative. The Eyes Lips Face cosmetics company’s latest campaign features an interactive landing page with a specialized quiz in the US, and the UK where consumers can confess their ‘skincare sins’ and receive personalized product recommendations.
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