e.l.f. Cosmetics
O FACE Lip Launch
Meredith Duxbury
Client
e.l.f. Cosmetics has been taking over the beauty industry with high end products that cost just a fraction of the price of competitors. This project centered on the launch of their most luxurious lipstick yet. We were tasked with creating a buzzy original sound on TikTok that shows off the unique product benefits and the exceptional quality you get for just 9 dollars while nodding to the raunchy shade names.
My Role
I worked with a writer to create a TikTok-native product launch for the lipstick line. We concepted a lip-choreography routine that Meredith Duxbury would perform and we worked with a music artist to create a branded sound on TikTok that users could adopt on the platform. After the launch we extended the assets into a lyric video for Youtube, banner ads, and IG posts.
I worked on
✦ Ideation
✦ Moodboards
✦ Briefing Talent
✦ Story Boards
✦ Design
Team:
Writer ✏︎ Rylee Maron
Creative Director ✧ Katherine Auguston
Talent ☆ Meredith Duxbury
Agency ▷ Movers + Shakers
O FACE Launch
We were tasked with launching the new O Face Lipstick collection on Tiktok while nodding to the perfect one swipe application and naughty shade names.
We worked with a music artist to create a branded song called “Lip Positions” that captured the brands energy and attitude with lyrics that included several shade names. We supplied Meredith Duxbury storyboard of lip moves which informed the final creative.
across platforms
182k
3642
6637
We handpicked a wide range of diverse creators who ooze that confident, cool attitude that fits e.l.f.’s brand to take on the lip choreography and make their own versions of the dance.
The catchy routine inspired many more users to jump on the trend.
