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find yourse.l.f.

Late Bloomers

Made in collaboration with Lyndsey Gordon, photographed by Sydney Foringer.

The "Late Bloomer" campaign is a spec multi media channel campaign for e.l.f. that celebrates makeup as a powerful tool for self-expression. Whether you're diving into cosmetics early or discovering your passion later in life, e.l.f. provides a safe and encouraging space. With beginner-friendly and affordable products, e.l.f. invites everyone, regardless of experience, to confidently embrace the world of makeup. It's a journey of authenticity and bold self-expression, and e.l.f. is your partner every step of the way.

Introduction to the Brand

eyes. lips. face.

A household name and known for their "holy grail" dupes, e.l.f. is a uniquely innovative brand that pushes for exceptional and trendy cosmetic products without the premium price tag. e.l.f. has built its reputation on delivering quality and inclusivity, making beauty accessible to everyone. From viral TikTok sensations to cult-favorite essentials, they never shy away from setting the bar high with cruelty-free, vegan formulas that keep up with the latest trends. In a world where beauty can sometimes feel exclusive, e.l.f. stands out by embracing everyone, everywhere, with products that are both affordable and cutting-edge

Insights

Our campaign aims to break down the knowledge barrier that may be stopping new buyers from entering makeup culture by simplifying the formula and promoting a mutually supportive inner community. It ties back to e.l.f.’s core approach to marketing, which emphasizes a wide selection of no-frills products that give you the look you want without breaking your wallet.

Target Audience

Members of Gen Z who are interested in experimenting with makeup, but are intimidated by their lack of experience and knowledge. They are underdogs, who feel a pull towards the makeup community but are unsure how to begin.

The Problem:

Members of Gen Z who are interested in experimenting with makeup often feel intimidated by their lack of experience and knowledge. This creates a barrier that stops new buyers from entering the makeup culture.

intimidation, inexperience, barriers

The Solution:

By offering beginner-friendly and affordable products, we provide a supportive environment that encourages new buyers to confidently explore and enjoy makeup.

support, affordability, confidence

New buyer:
By introducing beginner-friendly and affordable products, we invite new buyers to explore makeup confidently. This approach emphasizes a wide selection of accessible products, making makeup approachable and enjoyable for everyone.

accessibility, exploration, confidence

Returning buyer:
By highlighting e.lf.'s diverse product range, existing customers are encouraged to rediscover e.l.f. and explore new products on their journey of bold self-expression.

inclusivity, support, discovery

Deliverables

Packaging design created in Adobe Illustrator.

The find yourse.l.f. PR package is sent to Gen Z micro influencers that fit the demographic (ex: @soupytime/TikTok)

Mockup design created in Adobe Photoshop.

The multi-use beginner palette features a range of cream-based makeup, including concealer and eyeliner swatches. It also includes a fold-out pamphlet with detailed, step-by-step instructions and makeup looks inspired by e.l.f. partners, guiding users to create versatile styles with ease.

Video rendered in Adobe Premiere Pro.

This ad incentivizes watchers to associate e.l.f. with their daily makeup routine, using the simplicity of the brand mission to promote the campaign.

Mockup created in Adobe Photoshop.

This billboard ad uses the concept of 'Late Bloomers' to highlight e.l.f.'s belief that beauty is a journey that flourishes at its own pace. The design visually connects growth with makeup, reinforcing the brand's message of inclusivity and empowerment for all stages of your beauty routine.