E.l.f. Launches ‘Descubre e.l.f.ecto’: A Dramatic Beauty Campaign in Mexico

E.l.f. Launches ‘Descubre e.l.f.ecto’ with a Fun and Unique Twist

E.l.f. Launches ‘Descubre e.l.f.ecto‘ to captivate the Mexican market with an exciting new beauty campaign. This innovative campaign, which translates to “discover the e.l.f. effect,” introduces the brand’s products available at Sephora Mexico in a highly entertaining way. It blends the classic telenovela genre with the brand’s core values of inclusivity, accessibility, and positivity. This new initiative brings a fresh perspective on beauty by making high-quality products available to all.

Telenovela-Inspired Campaign Showcases E.l.f. Products

E.l.f. Launches ‘Descubre e.l.f.ecto’ by offering an entertaining twist on the telenovela format, affectionately dubbed ‘e.l.f.enovela.’ The campaign reflects the vibrant, dramatic culture of Mexico, captivating audiences with over-the-top storylines that are part of everyday life. The campaign features popular products like the Power Grip Primer, Camo Liquid Blush, Brow Laminating Gel, and Glossy Lip Stain, which are all available at Sephora stores in Mexico.

Kory Marchisotto, Chief Marketing Officer of E.l.f. Beauty, emphasizes that the campaign is not just about drama but about delivering “unexpected magic.” This approach redefines the concept of luxury beauty by offering high-quality products that are affordable for everyone. ‘Descubre e.l.f.ecto’ represents a new era of beauty in Mexico, making premium beauty accessible to the masses without the steep price tag.

Bringing the Magic to a Wider Audience

To reach a broader audience, the campaign has been amplified with out-of-home advertising in major Mexican cities, including Mexico City, Monterrey, and Guadalajara. Additionally, the campaign’s first two episodes are already available on E.l.f.’s social media platforms, giving fans an early taste of the fun and creativity behind this unique campaign.

E.l.f. Cosmetics partnered with the creative agency 72andSunny to bring this engaging campaign to life, highlighting the brand’s commitment to authenticity and inclusivity in the beauty industry.

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