Elf Cosmetics, has unveiled a new marketing and distribution for its Soft Glam Satin Foundation, centered around a campaign titled “Unglammy Valley.”
The initiative aims to highlight the issue of foundation mismatch, which the company identifies as a prevalent consumer challenge.
The foundation is available in 36 shades and is stocked for an RRP of $8 and has received major traction on the retailer’s website according to the business.
A notable element of the campaign is the partnership with Alta, an AI-powered virtual closet platform and Elf has positioned itself as the first beauty brand on this platform, where users can integrate their beauty routines with fashion planning.
This partnership aims to reinforce the brand’s collection’s appeal within a digital, multichannel environment, leveraging Alta avatars for product recommendations tied to users’ curated wardrobes.
The campaign will receive a comprehensive roll-out across nationwide, supported by television commercials, streaming services, social media channels, and influencer marketing.
An online virtual try-on tool is also available on the brand’s websites in the US and UK, designed to assist consumers in selecting the correct shade and reduce reliance on trial and error.
This release reflects Elf’s ongoing strategy to deploy accessible products at scale through digitally enabled experiences and cross-border media campaigns.
Oshiya Savur, CMO at Elf brands said: “Finding the right foundation is a universal struggle. Understanding undertones, finding the right shade, the right coverage, the right formula – a true nightmare. Our community voiced all of these concerns, and we decided to put the Elf twist on this beauty horror.
“Our community essentially handed us this idea, so we took their very real foundation fears and turned it on its head in the kind of over-the-top humor Elf is known for. Through this campaign and our partnership with Alta, we are amplifying our award-winning Soft Glam Satin Foundation in a big way and helping people find their perfect match without the jump scares.”
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