**Empowering Individual Beauty: e.l.f.’s Revolutionary Cosmetics Campaign**
The words “beauty” and “unattainability” have often been inseparable in my mind. In my teenage years, my perception of feminine beauty was heavily influenced by media dominated by supermodels, which thrived on exploiting insecurities. It convinced me that I had many flaws and then offered solutions.
The enticing prospect of reinvention was, and still is, fostered by flawless, poreless faces and the slender, bronzed, meticulously groomed bodies that inundate social media. Regardless of how unrealistic and staged these images may be, they imply that the products being advertised can help us attain a “perfection” worth pursuing.
Yet, the old saying holds true: comparison steals our joy. This sentiment resonates with my peers as well. We all desire to be the best version of ourselves, not to emulate an idealized version of someone else.
This sentiment has driven the latest community-focused campaign by the global beauty brand e.l.f. Cosmetics, aptly named “Express your e.l.f.” I had the opportunity to sit down with e.l.f.’s Chief Marketing Officer, Kory Marchisotto, to discuss the future of their advertising.
She explains, “Recently, we took to the streets of cities across the UK, inviting everyday users of our products to star in an advertisement that would be featured on social media, television, and in London Tube stations.” This endeavor resulted in a cast of 20 individuals, including a punk poet and a medical researcher, who represent various Gen Z subcultures.
Marchisotto goes on to say, “We have always aimed to be a brand of the people, by the people, and for the people. To honor this, we must attentively listen to the unique needs and desires of our community.”
She tells me that e.l.f.’s older audience had recently voiced concerns that the Camo Concealer was settling into their fine lines and wrinkles. In response, the brand developed a new version, the Hydrating Camo Concealer, designed to be crease-resistant and specially formulated for mature skin.
She adds, “Our community is the driving force behind our product creation. Therefore, they should be the face of those products. This sets us apart from other beauty companies, which often begin with a product vision that they mold with imagery and then search for an audience.”
“More often than not, during a campaign photoshoot, brands will provide models with guidelines on what they should wear and how they should look and embody. We took the opposite approach. We invited real people of all ages to be themselves, wearing whatever made them feel like the most authentic, confident version of themselves—whether that meant a bare face or full glam.”
The response from the UK community speaks for itself. After coming across the campaign in her local Tube station, television presenter and author Anita Rani took to Instagram, sharing, “[I] found myself staring at this poster and feeling emotional. A young South Asian person, a bit alternative, like so many I know; short hair, piercings, tons of eyeliner, leather jacket, sassy, gorgeous.”
“It’s quite a thing when you’ve grown up in a country, and you finally see an image you can relate to… after 45 years. How wonderfully empowering for this generation. We exist in many different guises.”
Marketing campaigns and advertisements shape the prevailing definition of beauty, and today’s consumers more than ever expect the beauty industry to reflect their diversity. Imagery wields significant influence, and the e.l.f. team recognizes its power.