For holiday 2020, the makeup and skin care brand e.l.f. Cosmetics put out an album called e.l.f the Hauls. (e.l.f. is an initialism for eyes, lips, face; and ‘hauls’ is a play on ‘deck the halls’ as well as on the expression ‘beauty haul’ —the treasure trove of beauty product and accessories one acquires while out shopping or at an event or some similar scenario.)
But this wasn’t the first time the brand, owned by middle market and growth equity investment platform TPG Growth, had success with music-forward marketing. As Kory Marchisotto, Chief Marketing Officer at e.l.f. says in Monday’s media release, “e.l.f. became a global music sensation at the end of 2019 with our hit track ’Eyes. Lips. Face. (e.l.f.)’, which soared to #4 on Spotify’s Global Viral chart and earned a top 50 ranking on Spotify from Australia to the Netherlands.”
e.l.f. Cosmetics uses new tech and old songs to reach beauty consumers
This year’s e.l.f. Cosmetics music marketing win was thanks to branded remixes of classic seasonal songs like Jingle Bells, Up On the Housetop, Deck the Halls, and Joy to the World.
To create the album / campaign, e.l.f. worked with Santa Monica, California – based creative agency Movers+Shakers and the AI-powered platform Triller.
Triller is Proxima Media’s video making and social networking service. The service's AI tech makes it easy to edit and synch video with music. “What we love about Triller is how they’ve disrupted digital by democratizing music video creation,” Marchisotto tells the press.
“Together,” she explains, “we were able to force multiply, harmonizing the emotive power of beauty and music in an incredibly expressive way. We created a holiday playlist to bring joy and entertain Triller audiences while celebrating beauty with a community of music enthusiasts.”
Holiday 2020 was a hit for e.l.f. Cosmetics, thanks to AI, social media, and song
“e.l.f. is a wonderful partner that truly understands the power of Triller's community – tapping into the entertainment platform’s unique ability to raise awareness around great music,” says Bonin Bough, a digital marketing expert and Chief Growth Officer at Triller, in this week’s media release about the e.l.f. Cosmetics chart toppers.
With the help of Movers+Shakers, e.l.f. and Triller created music video content that posted not only to Triller but also to TikTok, YouTube, Snapchat, Instagram, Facebook, and Twitter. Across those platforms and via Spotify and Apple Music, the beauty brand’s first holiday album has already been streamed over 37 million times. As Bough see it, “e.l.f.'s Billboard-topping hits lifted the spirits of all Triller users this holiday season, giving us an album to put on repeat.”