Judge Beauty

Client

e.l.f. Cosmetics

Services

Creative Strategy

Content Development

Celebrity & Influencer Relations

Media Relations

Social Marketing

100 billion+

earned media impressions

94%

highest net positive sentiment amongst notable beauty brands

118%

Increase in total site users

The Brief

We were tasked with developing and executing an integrated Super Bowl marketing campaign that continued e.l.f.’s momentum and topped the success of the year prior. The challenge was to continue emboldening e.l.f.’s presence within culture at large, drive home overarching brand values of price, quality and accessibility, and focus in on e.l.f.’s #1 selling product of 2023, Halo Glow Liquid Filter.

‍

With 2023’s record-shattering resurgence of Suits, the world’s continued fascination with Judge Judy Sheindlin in her Emmy award-winning series Judy Justice, and the widespread viral sensation of Jury Duty memes - it became evident that courtroom drama was proving itself an enduring, dominating presence in culture.

‍

Coupled with insights from e.l.f.’s own community, Judge Beauty emerged from a 3AM text to become an ideal creative vehicle to deliver e.l.f.’s core proposition: to defend its mission to deliver quality and affordable cosmetics to every eye, lip and face.

How we did it

We leaned into characters across cultural genres - a meaningful something-for-everyone approach that reflects both the brand’s community and its vision that beauty belongs to every eye, lip and face.

‍

Complementing the timely casting, we developed the creative and script in such a way that reflected the format upon which the spot was based – the nostalgia of campy, daytime courtroom television. Total creative output included the hero Super Bowl spot, a long form, cutdowns, OOH, and various digital media placements.

‍

We also architected a highly-choreographed PR strategy consisting of four distinct pulses and a social rollout that teased our cast members, leveraged the abundance of content we captured, and sustained momentum for the month following the debut via carefully selected creator partners.

Highlights

No items found.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ull,