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E.l.f. Cosmetics Launches New Campaign to Attract Sports Fans

The ‘eyes. lips. face. fandom’ campaign stars actors Joey King and Lucien Laviscount and the brand’s Power Grip Primer.

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By: Rachel Klemovitch

Assistant Editor

E.l.f. Cosmetics prepares to launch its new campaign during the Macy’s Thanksgiving Day Parade this Thursday, November 28. 
 
The “eyes. lips. face. fandom” video emphasized e.l.f.’s mission while talking to the sports fan community.
 
In the multi-platform campaign, actors Joey King and Lucien Laviscount will take on the ultimate hometown playoffs – meeting the parents on game day on opposing sides. The comedic video promotes e.l.f.’s Power Grip Primer. 
 
For the last two years, e.l.f. has run a winning play during The Big Game by speaking directly to 48% of female fans. 
 
This campaign will also be promoted through the football season. 
 
e.l.f. created the campaign in partnership with creative agency 72andSunny Amsterdam. Casting was led by creative marketing and communications agency Shadow. Filmmaker Alex Buono directed the spot; who previously directed e.l.f.’s true crime parody “Cosmetic Criminals.”

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