09.10.24
E.l.f. Cosmetics—known for its unexpected collaborations and memorable campaigns—has partnered with the dating app Tinder to promote its latest launch, the Put Your e.l.f. Out There Vault Collection.
The marketing campaign and comedic video, shown below, reveal e.l.f.'s new metallic pink makeup bag filled with its limited edition set.
The lip color is packaged as a single-use product on the tip of what looks like an actual matchstick. A creatively designed paperboard matchbook holds the set of "match sticks."
They look like this packaging innovation we covered in the feature, Reinventing Sampling, Post-Covid—and Minis Still Have Major Appeal.
E.l.f.'s design ties in brilliantly with the Tinder collab—and the tagline, "Strike a Match," is printed on the bottom of the matchbook. The matchbook comes tucked inside an aluminum tin, embossed with a flame logo.
'It's a Match! Stick Lippies' are a part of e.l.f.'s 'Vault' collection, but are sold separately, and consumers have to join e.l.f.'s free beauty squad loyalty club to purchase them.
Hobley added, "We’re proud to empower more singles...so that they can face the first date with a confidence born from bold self-expression.”
E.l.f. is Gen Z's #1 cosmetics brand, according to the Piper Sandler "Taking Stock With Teens" survey from Spring 2024.
Watch the video spot below.
The marketing campaign and comedic video, shown below, reveal e.l.f.'s new metallic pink makeup bag filled with its limited edition set.
'Strike a Match' to Apply Lip Color
The collection's highlight, in our opinion, is the innovative new "It's a Match! Stick Lippies."The lip color is packaged as a single-use product on the tip of what looks like an actual matchstick. A creatively designed paperboard matchbook holds the set of "match sticks."
They look like this packaging innovation we covered in the feature, Reinventing Sampling, Post-Covid—and Minis Still Have Major Appeal.
E.l.f.'s design ties in brilliantly with the Tinder collab—and the tagline, "Strike a Match," is printed on the bottom of the matchbook. The matchbook comes tucked inside an aluminum tin, embossed with a flame logo.
'It's a Match! Stick Lippies' are a part of e.l.f.'s 'Vault' collection, but are sold separately, and consumers have to join e.l.f.'s free beauty squad loyalty club to purchase them.
Why Partner with Tinder?
What made the team at e.l.f. decide that Tinder would be a perfect beauty partner? “The majority of Tinder users are 18-30 years old," said Melissa Hobley, Chief Marketing Officer at Tinder, "so working with their favorite beauty brand was a no-brainer."Hobley added, "We’re proud to empower more singles...so that they can face the first date with a confidence born from bold self-expression.”
E.l.f. is Gen Z's #1 cosmetics brand, according to the Piper Sandler "Taking Stock With Teens" survey from Spring 2024.
Watch the video spot below.
