Singles beware… cuffing season is upon us.
Those dating apps you deleted, or hid in a neglected folder on your phone are calling for your attention again, but this time they brought a friend.
It’s time to “Put Your e.l.f. Out There” with the e.l.f. X Tinder limited edition collection.
Aesthetic alignment aside, there is real data backing this collab.
80% of surveyed singles say their confidence skyrockets with a get-ready routine before a date. 46% notice when their date has spent time on their look and 35% see first dates as the perfect excuse to experiment with new makeup vibes (Censuswide for Tinder and e.l.f.).
Now singles can bolster confidence with reimagined existing products as well as the new Stick Lippies. Choose your fighter:
Put Your e.l.f. Out There Vault ($45) includes a lip kit, exclusive primer & setting mist, and a makeup bag.
Tinder Box Lip Trio ($18) includes 2 tingly lip oils and a red lip liner.
It’s A Match!™ Stick Lippies ($4) features a matchbox with 5 single-use red lipsticks (*available for Beauty Squad Loyalty Members).
Small budget, organic launch campaigns are not synonymous with e.l.f.’s strategy this year. With the airing of their coveted Super Bowl spot for “Judge Beauty” featuring Suits cast members and sponsorship of race car driver Katherine Legge for the Indy 500, they’re showing no signs of rest.
This phenomenon of e.l.f.’s rise to fame and popularity amongst Gen Z poses an interesting question for their envious competition — how’d they do it?
Low barrier to entry and meeting their audience where they are. Not to forget the assumably massive budget.
e.l.f. was the first beauty brand to launch a campaign with a signature hashtag on TikTok where over half of their users are 18-24 years old.
With attention captured and UGC demonstrating the uncanny similarities between e.l.f. products and their pricier competitors, an under dog was born.
What’s interesting to note is the investment in big campaigns for limited novelty products that don’t have longevity but do have a low barrier to entry.
The It’s A Match!™ Stick Lippies are a short lived, single-use product. As “cutesy” as they are, in reality, you get 5 lips out of them. 5!
They’re fleeting yet clever and may be enough of a moment to convince the consumer to buy into the rest of the brand. Or simply lead the consumer into the delulu that their makeup routine is the reason why their dating life is dismal. It couldn’t possibly be their personality or some other non-commercial unprofitable factor.
E.l.f is keeping this drop local by offering the collection on their website/app and for a limited time, via delivery from DoorDash’s DashMart (in select cities).
With warm-toned spicy visuals galore, e.l.f. gave life to the aesthetic with a “Face The First Date” campaign video featuring the tormented thought process of getting ready for a date.
Did you happen to notice a certain dating show frequent flier? Reality TV and influencer Harry Jowsey cameoed in the video on the rotation of possible personalities on a date. To prep for his dates, he uses the All Slick No Ick primer (People). Oh, did you think this campaign was only for women?
By the end of the short, the protagonist has juicy lips and revived confidence.
Where might she take the confidence… on their collab partner Tinder perhaps? Guess we’ll see you out there…
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