08.06.22
e.l.f. Beauty (ELF) has become the first beauty brand on BeReal, the fast-rising “reality” based photo sharing app that’s wildly popular with Gen Z.
BeReal users get a randomly timed notification, once a day, and they have two minutes to post a photo—which is unedited as the app does not offer filters or editing tools. All users get the notification at the same time, and while users can post late, followers can see how late the post was and how many retakes they did before submitting. Further, users cannot browse through their friend's photos that day until they post their own.
According to the brand, the new channel—@elfyeah—will offer different glimpses into life at e.l.f. Beauty, such as sneak peeks at hot product drops, photo shoots and happy hour hangouts.
“In the age of authenticity, followers of @elfyeah can expect to see a mix of unfiltered, unretouched moments at e.l.f. headquarters and in-the-moment messages to connect with our superfans” said Laurie Lam, chief brand officer.
To kick off the launch, the mass market beauty brand gave away a five-piece skincare kit from its top-selling line, Holy Hydration, to the first 150 followers and superfans through a post on Friday that had a limited-time promo code.
BeReal users get a randomly timed notification, once a day, and they have two minutes to post a photo—which is unedited as the app does not offer filters or editing tools. All users get the notification at the same time, and while users can post late, followers can see how late the post was and how many retakes they did before submitting. Further, users cannot browse through their friend's photos that day until they post their own.
According to the brand, the new channel—@elfyeah—will offer different glimpses into life at e.l.f. Beauty, such as sneak peeks at hot product drops, photo shoots and happy hour hangouts.
“In the age of authenticity, followers of @elfyeah can expect to see a mix of unfiltered, unretouched moments at e.l.f. headquarters and in-the-moment messages to connect with our superfans” said Laurie Lam, chief brand officer.
To kick off the launch, the mass market beauty brand gave away a five-piece skincare kit from its top-selling line, Holy Hydration, to the first 150 followers and superfans through a post on Friday that had a limited-time promo code.