OAKLAND, Calif .– (COMMERCIAL THREAD) – elf Cosmetics launches its new limited edition Electric Mood collection, born out of Beautyscape, the annual elf competition that gives rising beauty stars a unique chance to help create an original beauty collection.
In this year’s competition, elf teamed up with musical artists, Tove Lo, Pitizion and Tiana Major9, who are each the inspiration for one of three Electric Mood collections. Continuing Elf’s ongoing commitment to inspiring generations of passionate young people to be strong, smart and daring, Girls Inc. has also played a role in Beautyscape – of which three alumni, Nina Ho, Joleena Mundy and Aryana Richardson, were selected. to participate in the creation of the beauty collection. elf announced the winners last October, @karolscorner, @emilyannecarden and @the_brooksbrother, which were selected by a panel of judges and the elven social community.
“Beautyscape was born from elf’s goal of empowering others and encouraging self-expression,” said Kory Marchisotto, CMO, elf Beauty. “Remixing the competition this year with UMGB and Girls Inc. to force multiplication was really inspiring. The connection between the artists, award winners and alumni was instant and beautiful – and you can see the magic in all three collections. ”
To immerse themselves in product development and innovation at elf, the Beautyscape winners and Girls Inc. alumni began their journey by participating in innovation classes followed by experiential classes to engage, inspire and reflect on the art of everything around them – from a virtual cooking class to a high energy fitness class to a makeup class with a famous makeup artist. The final stop was the Beautyscape winners and Girls Inc. alumni working with the elves team and UMGB artists on the makeup collection.
PRESENTATION OF ELECTRIC MOOD
Discover unique self-expression and style of every UMGB artist in every Electric Mood series. Give it up for Electric Mood!
# 1 – Inspired by: Grammy and Golden Globe nominated Swedish singer and songwriter Tove Lo
The atmosphere: Glitter meets rock and roll.
Disco Glitz Eyebrow & Eye Kit / $ 18
Dazzle yourself with this universal glitter paste for eyes and body. It comes with a double-ended applicator and a brush.
Moisturizing Balm / $ 10
Infused with jojoba oil and vegan collagen, this soothing balm hydrates and provides a sheer veil of color.
Glassy Skin Balm / $ 8
Step out in this translucent balm formula, which produces a stunning glass skin effect. It is perfect for all skin tones.
Electric Mood Brush Set / $ 15
A set of four limited edition brushes and sponges designed to complement the Electric Mood collection.
# 2 – Inspired by: Tiana Major, forward-looking R&B, soul and hip-hop artist9
The atmosphere: The vibrant color becomes graphic.
Feeling Lucky Eyeshadow Palette / $ 16
Immerse yourself in these creamy, highly pigmented formulas. Choose from matte, shimmer and metallic finishes in 18 shades.
Lip duo / $ 12
Make creases with this high gloss lip gloss and lip liner duo. Each is infused with coconut oil and shea butter for kissable lips.
Illuminating Elixir / $ 14
Hyaluronic Acid & Jojoba Oil Infused 2-in1 Multi-tasking Facial Concentrate promotes a hydrated, natural glow.
# 3 – Inspired by: Colombian singer and songwriter Superstar Pitizion
The atmosphere: South of the border, tanned skin with a bold lip.
Duo of shadow pencils / $ 12
Eyes have it with this pair of creamy, mixable shadows. Both are durable, stain and wrinkle resistant.
Sheer Slick Plumping / $ 7
Temperatures will rise when you apply this light cherry-colored lipstick. You get a rich wash of color with a soft texture.
Quad Ground Face Cream / $ 12
Glow comes with this collection of cream blush, bronzer and highlighter. The finish is your skin but better.
As a special reminder, artists Tove Lo, Pitizion and Tiana Major9 have each remixed a song inspired by their beauty collection and musical style that will be available on Spotify. The Beautyscape remixes of “Lucky” by Tiana Major9 and Pitizion + Adso Alejandro “Apatía” will be available from July 2nd. Tove Lo’s “Cool Girl” (The Beautyscape Remix) will be available on Spotify starting July 9.
ELECTRIC MOOD x DROPSHOP
Early access via DROPSHOP by Afterpay
Consumers will have early access to purchase the Electric Mood Collection through The DROPSHOP by Afterpay, a new Afterpay platform that unlocks exclusive access to limited edition products, offers and experiences. Live today, June 29 at 9 a.m. EST, shop at elfcosmetics.com and check out using Afterpay to get exclusive first access to the collection. DROPSHOP by Afterpay will give shoppers instant access with the ability to use their own money and pay over time. Consumers will also be able to virtually try products from each of the music-inspired Electric Mood Collection sets, via individual Snapchat augmented reality filters through Wednesday, June 30.
General access to the collection begins July 1 at elfcosmetics.com, target.com and Target stores.
About elf Cosmetics:
Since 2004, elf Cosmetics has made the best of beauty accessible to all eyes, lips and faces. We manufacture high quality, prestige inspired cosmetics and skin care products at an extraordinary price and pride ourselves on being 100% vegan and cruelty-free. As one of the first online beauty brands, elf continues to attract a very engaged audience and to set benchmarks with new digital platforms. Our brand is widely available at major retailers such as Target, Walmart, and Ulta Beauty, and has a growing international presence. Learn more by visiting www.elfcosmetics.com
About the after-payment
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