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e.l.f. Cosmetics

An Amazing Collaboration.


Recharge the O.G. digital-first beauty brand with a clarified vision and a thumb-stopping awareness campaign.

Our role

  • Recharged Brand Strategy
  • Recharged Visual & Verbal Identity
  • Recharged E-commerce & Marketing Sites
  • Paid Media Campaign
  • Social Strategy & Campaigns
  • Photography & Video
  • Influencer & D2C Packaging
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Working as an integrated part of e.l.f.'s creative and marketing teams, CASE helped identify key consumer insights, rediscover the brand's superpowers and hone in on the heart of the brand.

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The Campaign

The insight-based, video-driven campaign not only redefined e.l.f. as eyes, lips and face, but used an own-able lexicon of provocative and memorable "e.l.f.isms" to build brand love and bring in fresh audiences — driving +70% increase in search demand for "e.l.f. near me" and +78% more new visitors to the website.


Through consumer research, we found themes that resonated with e.l.f.'s audiences — unlocking the power of what they love about the brand and bringing it to life in a fresh, modern, relevant, distinctive and own-able way.

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200+ paid media asset variations were developed for personalization

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Must-have platforms like YouTube were supplemented with new territories like Hulu, Pandora, Connected TV, Reddit and more.



With 5.6 billion views and counting, e.l.f. is the first brand to exceed 1 million video creates and to become the #1 trending hashtag on Tik Tok. Original music created by the amazing team at Movers+Shakers even got stars like Reese Witherspoon, Jessica Alba and Ellen DeGeneres showing off their eyes, lips and faces.


  • 78%

    More visitors to site
  • 25%

    Instagram view rate
    (vs. 6% industry benchmark)
  • #2

    GenZ favorite brand
    (Piper Sandler Fall 2020)