e.l.f. Cosmetics launches '#expressyourself' community-led brand campaign

David Murphy

e.l.f. Cosmetics has launched a community-led brand campaign, ‘#expressyourelf’, in the UK. To bring the e.l.f. acronym (eyes.lips.face.) to life in an irreverent, fun and cheeky way, e.l.f. turned to its community, asking them “what does e.l.f. mean to you?” Their responses inspired the campaign. From “euphoric.luminous.fierce.” to “every.life.free.”, the campaign celebrates the individuality of every eye, lip and face. 

The campaign, created by Southpaw, is running across social, digital, out of home, including tube stations and experiential pop-ups. A 30-second TV ad will make its debut during the return of Big Brother on ITV2, when it returns in October.

For the ad’s soundtrack, e.l.f. teamed up with UK singer/songwriter, Caity Baser and her upbeat new single ‘Disco Shoes’. The inclusive cast of 20 dynamic personalities, including a punk poet, medical researcher and dancer, reflect numerous GenZ subcultures. From street casting to encounters on set, cast members were found in unexpected places. The cast created their own beauty looks and shared how they personally express their e.l.f.  

This weekend, on 16 and 17 September from 10am-6pm, e.l.f.’s community will also be coming together to #expressyourelf at e.l.f.’s “enter.looking.fabulous, exit.looking.famous” pop up in Shoreditch (146 Brick Lane, London, E1 6QL). You can see event details and grab a ticket here.

“At e.l.f., we are on a mission to encourage self-expression and empower others to embrace their individuality,” said Christine Cassidy, Vice President and General Manager, International, e.l.f. Beauty, “#expressyourself does just that – it is a movement that personifies who we are at e.l.f. and how we are shaping British culture together with our community. We want every eye, lip and face to feel the joy and freedom of expressing their truest (s)e.l.f. Join us on this e.l.f.ing amazing journey.”