10.26.23
ELF Cosmetics—the acronym that stands for “eyes lips and face”—is now a song.
Thanks to a partnership with Latin music star Manuel Turizo, the original, Spanish-language song entitled, “Ojos. Labios. Cara,” which translates from English as “eyes. lips. face.” is out now on Apple music, Spotify and other channels where music is streamed.
“At ELF, we celebrate every Ojo, Labio y Cara,” said Kory Marchisotto, chief marketing officer at ELF Beauty. “Our Latinx and Hispanic fans are among our most passionate ELF enthusiasts. This song is created for them, to shine a spotlight on their creativity, to amplify their voices and to give them a stage to live their bold truths.”
With the help of its creative agency Madwell, ELF tapped Turizo, who has 25-plus platinum hits on the Latin Billboard charts; his recent collaboration with Shakira, “Copa Vacia,” peakied ast No. 1 on the Latin Airplay Chart. He has more than 20 million followers across TikTok and Instagram.
“It was an honor to work alongside ELF to create 'Ojos. Labios. Cara.' and to have a song written [for the Latin community],” said Turizo. “A song where women feel empowered, valued and beautiful. This collaboration is an anthem for them, and I hope you all enjoy this song as much as I do.”
Merging Makeup and Music
ELF knows firsthand the so-called “magic” that can happen when makeup and music are merged. In fact, its hit song collaboration with iLL Wayno and Holla FyeSixWun, “Eyes. Lips. Face.,: and the #eyeslipsface challenge was reportedly one of the most viral campaigns in TikTok history. Now, "Ojos. Labios. Cara." furthers the brand’s mission to embrace every eye, lip and face. Visually and sonically, the work is a seamless blend of cultures, styles, rhythms and history, according to ELF.
Debuting alongside the song is a music video directed by Madwell’s Chief Creative Officer and co-founder Chris Sojka, It is based on a story co-written with Madwell Creative Director Mauricio Galvan. The video pays homage to the fashion and makeup pioneered by the Pachucas: zoot suits, stop sign red lips and an extra sharp winged-eyeliner effect.
Influential Latin Voices
ELF Cosmetics is partnering with Latinx content creators to lend their voice and creativity to building an extended experience. A dedicated “o.l.c.” page on elfcosmetics.com allows fans to watch the video and learn how to recreate the makeup look.
ELF will be donating to the Maestro Cares Foundation, an organization dedicated to improving the quality of life for disadvantaged children and communities in Latin America and the United States through housing, educational programming and providing essential resources.
To create the makeup looks seen in the music video, consumers can shop ELF's limited-edition Ojos. Labios. Cara. Bold Bundle ($41) on elfcosmetics.com. Its features five products—Big Mood Mascara, H20 Proof Eyeliner Pen, Instant Lift Brow Pencil, Halo Glow Liquid Filter and O FACE Satin Lipstick.