E.l.f. Cosmetics Unveils New Campaign “Descubre e.l.f.ecto” in Mexico

E.l.f. Cosmetics has launched an exciting new campaign in Mexico called “Descubre e.l.f.ecto,” which translates to “discover the e.l.f. effect.” This campaign showcases the brand’s products available at Sephora Mexico and is designed to captivate the local community with an entertaining twist on the beloved telenovela format.

E.l.f. Cosmetics Unveils New Campaign in Mexico, offering a unique ‘e.l.f.enovela’ that blends dramatic storytelling with the brand’s commitment to inclusivity, accessibility, and positivity. The campaign reflects the vibrant spirit of the Mexican audience, featuring storylines inspired by the dramatic telenovela genre while highlighting e.l.f.’s high-quality products.

Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, explained, “At e.l.f., we’re not just launching a campaign; we’re introducing a new era of beauty in Mexico. Our telenovela-inspired approach isn’t just about drama—it’s about delivering the unexpected magic! We’re disrupting the notion that premium beauty is exclusive for the privileged few by making the best of beauty accessible to the happy many. ‘Descubre e.l.f.ecto’ is a culturally relevant and entertaining invitation to our community to experience high-quality beauty products without breaking the bank. We are rewriting the script of what affordable luxury can be.”

Featured products in the campaign include Power Grip Primer, Camo Liquid Blush, Brow Laminating Gel, and Glossy Lip Stain, all of which are available in Mexico’s Sephora stores. E.l.f. Cosmetics Unveils New Campaign in Mexico with the first two episodes already available on the brand’s social media platforms, providing fans with a taste of the telenovela-inspired fun.

The campaign was developed in collaboration with the creative agency 72andSunny, with additional out-of-home amplifications in cities like Mexico City, Monterrey, and Guadalajara, helping the campaign reach a broader audience across the country.