e.l.f. Cosmetics: Breaking barriers – inclusive advertising campaign powered by AI

e.l.f. Cosmetics, a cosmetics brand, launched a new mascara product and used AI technology to advertise more efficiently to a diverse audience of beauty enthusiasts, raising brand awareness in the UK.

Campaign details

Brand: e.l.f. CosmeticsAgency: WavemakerRegion: EMEA



Mascara is the largest category in Cosmetics. To build authority and credibility in the UK Mascara space. e.l.f. launched a new mascara product 'Lash n Roll'.

e.l.f.'s goal is to increase its UK unaided awareness and aided awareness. To help reach these business objectives our communication objective was to get UK Gen Z and millennials who don't know e.l.f. to consider the brand. e.l.f is for every eye, lip and face and celebrates diversity; thus we wanted to make sure e.l.f.'s new product launch was accessible...

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