E.l.f. Cosmetics has launched its newest entertaining campaign in Mexico. “Descubre e.l.f.ecto,” which translates to “discover the e.l.f. effect,” promotes e.l.f beauty products, available at Sephora Mexico.
Created for e.l.f.’s Mexico-based community, the ‘e.l.f.enovela’ is a twist on the telenovela that captivates viewers with storylines inspired by the drama-filled, community-favorite telenovela, while highlighting e.l.f.’s commitment to inclusivity, accessibility, and positivity.
Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, said,
“At e.l.f., we’re not just launching a campaign; we’re introducing a new era of beauty in Mexico. Our telenovela-inspired approach isn’t just about drama—it’s about delivering the unexpected magic! We’re disrupting the notion that premium beauty is exclusive for the privileged few by making the best of beauty accessible to the happy many. ‘Descubre e.l.f.ecto’ is a culturally relevant and entertaining invitation to our community to experience high-quality beauty products without breaking the bank. We are rewriting the script of what affordable luxury can be.”
Featured products include Power Grip Primer, Camo Liquid Blush, Brow Laminating Gel, and Glossy Lip Stain.
The first two episodes are available on e.l.f. Cosmetics’ social media platforms.
The campaign was created in collaboration with the creative agency 72andSunny. Out-of-home amplifications in Mexico City, Monterrey, and Guadalajara further extend the campaign’s reach across the country.
Created for e.l.f.’s Mexico-based community, the ‘e.l.f.enovela’ is a twist on the telenovela that captivates viewers with storylines inspired by the drama-filled, community-favorite telenovela, while highlighting e.l.f.’s commitment to inclusivity, accessibility, and positivity.
Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, said,
“At e.l.f., we’re not just launching a campaign; we’re introducing a new era of beauty in Mexico. Our telenovela-inspired approach isn’t just about drama—it’s about delivering the unexpected magic! We’re disrupting the notion that premium beauty is exclusive for the privileged few by making the best of beauty accessible to the happy many. ‘Descubre e.l.f.ecto’ is a culturally relevant and entertaining invitation to our community to experience high-quality beauty products without breaking the bank. We are rewriting the script of what affordable luxury can be.”
Featured products include Power Grip Primer, Camo Liquid Blush, Brow Laminating Gel, and Glossy Lip Stain.
The first two episodes are available on e.l.f. Cosmetics’ social media platforms.
The campaign was created in collaboration with the creative agency 72andSunny. Out-of-home amplifications in Mexico City, Monterrey, and Guadalajara further extend the campaign’s reach across the country.
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