E.l.f. Cosmetics has teamed up again with Meghan Trainor in a fun new campaign. This time, Trainor takes on the role of the first captain of E.l.f. Air, adding a playful spin to in-flight safety videos. This collaboration promotes the limited-edition Cloud Skin complexion bundle and marks their third partnership, coinciding with the tenth anniversary re-release of her album, “Title.”
Patrick O’Keefe, E.l.f. Cosmetics’ chief marketing officer, describes their approach to partnerships. He believes in collaborating with people who share their values and humor. For them, it’s not just about featuring celebrities; it’s about creating something genuine that resonates with both the artists and the brand.
In this campaign, Meghan Trainor’s role is especially significant. The global pilot workforce is predominantly male, with over 90% of pilots being men, according to the Civil Aviation Authority. By highlighting Trainor as a pilot, E.l.f. reinforces its commitment to promoting gender equality, even as many brands step back from diversity efforts.
O’Keefe emphasizes that their campaigns go beyond selling products. They aim to entertain and connect with their audience while supporting important causes. Creativity and humor are central to their mission as they strive to challenge norms and inspire change.
The creative agency Shadow, known for its long-term relationship with E.l.f., conceptualized and produced this campaign.
The Cloud Skin bundle was inspired by the growing popularity of soft matte makeup. Spate data reports that views on this trend have surged on TikTok, increasing by 168% year-over-year. E.l.f. was quick to engage with its TikTok community, which has been vital to its success and engagement.
O’Keefe acknowledges the power of community, stating that it drives E.l.f. across multiple platforms, not just one. The Cloud Skin campaign will be showcased on Meghan Trainor’s social media as well as E.l.f.’s Instagram, TikTok, and YouTube channels. There will even be targeted ads on Uber for travelers going to airports from January 28 to February 28, which ties the creative idea to real-life contexts.
In the second quarter of fiscal year 2025, E.l.f. Beauty reported impressive sales growth of 40%. This success is attributed to effective marketing strategies that exceed expectations for return on investment and enhance brand awareness. They plan to announce fiscal Q3 results on February 6.
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