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2022

e.l.f. x Dunkin'

Client
e.l.f. cosmetics
Services
Media Relations
Influencer Marketing
Experiential & Events

3.5B+

Social Impressions

1.8K

Media Placements

500+

Attendees
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief
The Brief

In Spring ’22, two legendary brands — e.l.f. Cosmetics and Dunkin’ — teamed up to launch a limited-edition makeup collection. The collaboration brought together two of the most creative disruptors in their respective industries to debut one e.l.f.’ing sweet 6-piece collection, available on elfcosmetics.com, as well as Ulta Beauty stores and ulta.com. SHADOW supported this brand and product moment through press coverage, social buzz, and an IRL pop-up to bring the collaboration to life.

How we did it

To celebrate the launch and amplify the collection among press, influencers and consumers, we took a 360 approach with embargoed national media outreach, a pop-up event in NYC, a wide-seeded co-branded mailer and social campaign. On April 5th, 50 editors and influencers, and over 500 consumers joined e.l.f. and Dunkin’ at a “wake up and makeup” pop-up to celebrate the new collab brewing from viral beauty brand e.l.f. Cosmetics and America’s favorite coffee brand, Dunkin’. Attendees had the opportunity to learn more about the new 6-piece coffee and donut-inspired makeup collection, receive eyeshadow touch-ups from e.l.f.’s Global Artistry Manager, Anna Bynum, and leave with some sweet new goodies from the two brands. The grab-and-go event format created a steady flow of foot traffic throughout the morning.

Highlights

The line formed as early as 6:30 a.m for the pop-up.

While the collaboration and pop-up earned significant press and social praise, consumer feedback and overall sentiment was positive too. Word-of-mouth buzz among consumers within the pop-up vicinity helped drive traffic, with some stating they “followed the trail of Dunkin’ bags to the event.”

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