E.L.F. — first beauty brand ON BEREAL
e.l.f. continues to disrupt industry norms, shape culture, and connect communities. This time, e.l.f. was one of the first few brands to join BeReal, an emerging social app popular among Gen Z and Millennials.
The results were explosive, with e.l.f.’s leadership making headlines from Fast Company to WWD to AdWeek. And e.l.f. deepened its connections with its superfans, who became the brand’s BeReal friends in record numbers.
BRAND CHALLENGE
In just 3 years, e.l.f.’s uncanny ability to stay on the cutting edge of culture has helped drive the brand from #8 to #1 favorite beauty brand among teens.*
Together with Movers+Shakers, the team is constantly on the lookout for new ways to authentically engage with Gen Z fans, and to make headlines.
*Piper Sandler's 43rd Semi-Annual "Taking Stock With Teens" Survey
CREATIVE SOLUTION
Movers+Shakers’ Culture Squad, along with e.l.f.’s brand team, identified BeReal as a hypergrowth platform among e.l.f.’s core audience, and recommended that e.l.f. become one of the first brands to join BeReal. Together, the teams moved quickly, and got the first-mover advantage.
After a few weeks of test & learning with organic BeReal content, we created a “launch” moment backed by a giveaway. We promoted across social and in the press, driving an exponential growth in the brand’s BeReal following.
For months after the launch, the press continued to discuss e.l.f. in headlines about BeReal, showing e.l.f.’s continued leadership in marketing and culture.
As of writing, the BeReal launch has earned e.l.f. over 27 million press impressions.
