04.01.24
ELF Cosmetics will be the first brand in the ELF Beauty portfolio to be featured in a TikTok Shop Super Brand Day, running March 31-April 3, 2024.
Company officials say the partnership with TikTok complements ELF’s larger celebration as the brand marks its 20th year in business.
The highlight of ELF’s Super Brand Day will be the debut of its Power Grip Dewy Setting Spray. The bi-phase setting mist imparts a dewy finish and sets makeup for all-day wear.
The brand will also debut an original song with the release. The idea, according to ELF Chief Marketing Officer Kory Marchisotto, is to surprise its community of fans who have been with the brand since its first TikTok-viral moment.
“Being the first brand partner in a TikTok Shop Super Brand Day unites a unique trifecta: introducing a new product, debuting an original song, and shining a spotlight on our shop,” she said. “It was important for us to make a bold entrance and show up in a disruptive way to this party, and what better way than a new product and another original song for the platform.”
The debut of Power Grip Dewy Setting Spray continues to build the brand’s Power Grip franchise. More on that here.