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e.l.f. Cosmetics is First Brand to Create Original Music for a TikTok Hashtag Challenge, Launching Today

OAKLAND, Calif.--(BUSINESS WIRE)--

e.l.f. (ELF) today announced a new hashtag challenge launching on TikTok, the world's leading destination for short-form mobile videos. The #eyeslipface challenge celebrates individuality and authentic self-expression while embracing the TikTok community’s love of music and dance.

As a digitally native brand, e.l.f.’s innovative launch onto the TikTok platform amplifies the brand’s energetic and playful personality through musical expression. By celebrating the power of music to connect with consumers, the #eyeslipsface challenge encourages raw and authentic videos that extend beyond makeup, and even beyond makeup users, with a focus on unleashing s(e.l.f.)-expression.

e.l.f. is the first brand to create original music for a TikTok hashtag challenge. The musical track e.l.f. created for this community is also the Company’s first-ever venture into musical brand expression.

With TikTok’s unique and inventive community in mind, e.l.f. tapped Brooklyn creative agency, Movers+Shakers to help craft a unique and fresh campaign that shares e.l.f.’s positive and inclusive values. Rather than lean on an existing hit song, the group worked with up-and-coming artist, Holla FyeSixWun and Grammy-Award Winning songwriter, iLL Wayno, to create a quick and trendy beat that integrates ‘eyes. lips. face.’ in the lyrics and creates room for TikTok users to unleash their best e.l.f.

“While the vast majority of brands continue to focus campaigns on Instagram and Facebook, we wanted to create a fun and disruptive way to connect with consumers and reiterate our core positioning that e.l.f. is for every eye, lip and face,” said Kory Marchisotto, Chief Marketing Officer at e.l.f. “Steadfast on our ‘first-to-market’ approach, we’re thrilled to shake up the music community as the first brand on TikTok with an original track for a hashtag challenge, and look forward to continuing our push into musical brand expression.”

The TikTok #eyelipsface hashtag challenge debuts today with a one-day branded takeover of the TikTok platform. The challenge will continue to be fueled by media, influencers, and TikTok content creators after 10/4. All are welcome to unleash their best moves and share their eyes, lips and face with the world.

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About e.l.f. Cosmetics

Since 2004, e.l.f. has made the best of beauty accessible to every eye, lip and face. We make high-quality, prestige-inspired cosmetics and skin care products at an extraordinary value and are proud to be 100% vegan and cruelty-free. As one of the first online beauty brands, e.l.f. has a passionate social following, national distribution at leading retailers such as Target, Walmart, and Ulta Beauty, and a growing international presence. Learn more by visiting www.elfcosmetics.com.

About Movers+Shakers

Movers+Shakers is a niche creative studio who is spreading joy in the world. They use original music and dance to tell brand stories, and break engagement records. They are experts at understanding a brand personality and identifying music and movement styles that connect emotionally with the target consumer. The Brooklyn-based agency was founded in 2016 by Broadway performer & choreographer Geoffrey Goldberg, and Harvard MBA marketer Evan Horowitz. Learn more by visiting www.MoversShakers.co.

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