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e.l.f. Cosmetics

Peculiar Behavior

Agency: Madwell

Description

e.l.f. SKIN Debuts “Peculiar Behavior” Campaign Starring Jameela Jamil as Highly Requested Bronzing Drops Land at Retailers Globally

e.l.f. SKIN’s Bronzing Drops - a nourishing tinted serum that gives skin a sun-kissed glow - have dropped, and the brand is launching the long-anticipated product with “Peculiar Behavior.”

“Peculiar Behavior” humorously depicts the real-life passion the e.l.f community has when new products, especially those they have been clamoring for, are released. The spot kicks off with a two-minute, tongue-in-cheek mock documentary featuring actress and activist Jameela Jamil. She is a bespectacled, binocular-bearing observer who goes out in the “field” to report on how homo sapiens are responding to the product in their natural habitats.

“Bronzing Drops are the No. 1 product our community has requested from us with increasing intensity. In the spirit of surprising, delighting and entertaining our audiences – with that unexpected e.l.f. twist – we let our imaginations go wild,” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “Our community is clever, hilarious and unabashedly expressive. They essentially write the script for us.”

Jamil’s explorer takes an expedition that includes a suburban bedroom where a teen is seen swiping the coveted serum from her sister’s room; a crowded airport where the travelers wearing the Bronzing Drops look fresh and glowy while their fellow travelers appear exhausted; and a home office where a work-from-home professional relies on her Bronzing Drops to keep the secret that she hasn’t been outside in days.

When the intrepid anthropologist reveals her own bottle of Bronzing Drops on a city street, she causes a frenzy among people clamoring for it, and the spot closes with the line, “e.l.f. SKIN Bronzing Drops. Just $12. Go Wild.”; a nod to its incredible mic drop value.

The film was directed by Madwell Founder and Chief Creative Officer Chris Sojka.

“I had so much fun working with e.l.f. and Madwell on this film and am so proud to partner with this beloved brand, which shares my values of inclusivity and accessibility for all, plus my passion for makeup," said Jamil.

“e.l.f.’s superpowers include premium quality, extraordinary prices and universal appeal, and that combustible combination creates an unrivaled level of passion among consumers,” said Sojka. “With ‘Peculiar Behavior,’ we playfully depict the high level of demand for the product, while also showcasing the product features and its transformative impact on complexions.”

Now available on elfcosmetics.com and at select retailers, including in-store at Target and Walmart and launching at additional retailers globally, e.l.f. SKIN Bronzing Drops are an antioxidant-rich tinted serum that gives a warm, back-from-vacay glow. Available in three shades, e.l.f. SKIN Bronzing Drops nourishes and moisturizes skin with Vitamin E and sunflower seed oil and can be used on the face and body for an all-over radiance. To apply, mix it with your favorite e.l.f. moisturizers. Like all e.l.f. SKIN products, Bronzing Drops are free from phthalates, parabens, nonylphenol ethoxylates, triclosan, triclocarban, and hydroquinone. e.l.f. SKIN products are also free from sulfates and are cruelty free, vegan and manufactured in Fair Trade Certified™ facilities. Look for the Fair Trade Certified™ seal on your e.l.f. product!

The spot will air on major streaming platforms such as Amazon Prime, Peacock and YouTube.

This professional campaign titled 'Peculiar Behavior' was published in United States in June, 2024. It was created for the brand: e.l.f. Cosmetics, by ad agency: Madwell. This Film medium campaign is related to the Beauty industry and contains 1 media asset. It was submitted 7 days ago.

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