Elf Beauty has launched a state fair activation in Texas as part of its marketing plan to sample its products within the community.
This builds on the company’s success at its first ever state fair marketing installation at the Minnesota State Fair in August.
According to the business, there was a major success in the previous activations, with over 64k people passing through Elf’s station and the average guest spending 8 minutes there.
Running from 9 to 11 October, the beauty brand will showcase its pickle jar activation, which is inspired by Elf’s cosmetics Glow Reviver Melting Lip Balms, and will launch its Suntouchable Invisi-Stick.
There will be product gifting across a range of sectors for the brand, including cosmetics, skin, hair, and beauty while stocks last.
The new marketing activation is titled eyes.lips.fairgrounds and is part of the brand’s continued commitment to offering meaningful connections through its advertisement strategy.
Patrick O’Keefe, chief integrated marketing officer of Elf brands said: “At Elf, we don’t wait for our community to come to us; we go where they are. We saw the signals to lean into state fairs and the Minnesota State Fair reinforced something we always believed: some of the most impactful moments happen when you show up somewhere unexpected and simply connect on a deeper level.
“Minnesota was beyond our expectations, and we are bringing that spirit to Texas. Beauty belongs everywhere, and there is nothing more impactful than serving our community in the places they least expect us.”
The brand aims to leverage in-person experiences as an essential complementary feature to its global digital footprint to build its overall presence.
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