Description
How far would you go to show off a good hair day? For e.l.f. Cosmetics, the answer is out of this world.
The brand is back with the latest installment of its debut haircare campaign from Tombras, this time featuring an astronaut whose hair looks so good she refuses to wear her helmet in space.
Directed by Ulf Johansson, the new :30 spot, “Astronaut,” continues the campaign's playful subversion of traditional haircare advertising.
Following a launch film starring Bigfoot, the work trades glossy hair flips and before-and-after demos for absurd scenarios that show just how far people (and mythical creatures) will go to flaunt their hair.
The new spot launches this week across digital, social, YouTube and online video.
Avi Baliga, CCO of Tombras, said: “The haircare category is one of the most formulaic, expected categories when it comes to its marketing. e.l.f. has completely upended the category with its amazing new line of products. We wanted to do the same with the marketing. So instead of the usual hair models, experts and before/after demos, we launched with Bigfoot and astronauts who choose their hair over helmets even in zero oxygen environments. It’s always a pleasure to work with brands that have provocation and disruption inbuilt in their dna, and e.l.f. is the very best when it comes to this.”
This professional campaign titled ' What the h.e.l.f.?' was published in United States in October, 2026. It was created for the brand: e.l.f. Cosmetics, by ad agency: Tombras. This Film medium campaign is related to the Beauty industry and contains 1 media asset. It was submitted 6 minutes ago.
