Music Meets Makeup to Set the Mood: e.l.f. Cosmetics Presents Electric Mood
29 Junho 2021 - 10:35AM
Business Wire
e.l.f. Cosmetics is rocking its new limited-edition Electric
Mood collection, born from Beautyscape, e.l.f.’s annual competition
which offers beauty’s rising stars a once-in-a-lifetime chance to
help build an original beauty collection.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210629005733/en/
e.l.f. Cosmetics' limited-edition
Electric Mood collection inspired by music artists, Tove Lo,
Pitizion and Tiana Major9, is exclusively available at
elfcosmetics.com and Target Style. (Photo: Business Wire)
In this year’s competition, e.l.f. mixed it up joining forces
with music artists, Tove Lo, Pitizion and Tiana Major9, each of
whom are the inspiration for one of the three Electric Mood
collections. Continuing e.l.f.’s ongoing commitment to inspire
generations of young enthusiasts to be strong, smart and bold,
Girls Inc. also played a role in Beautyscape – from which three
alumnae, Nina Ho, Joleena Mundy, and Aryana Richardson, were
selected to participate in the creation of the beauty collection.
e.l.f. announced the winners last October, @karolscorner,
@emilyannecarden and @the_brooksbrother, who were selected by a
panel of judges and e.l.f.’s social community.
“Beautyscape was born out of e.l.f.’s purpose of empowering
others and encouraging self-expression,” said Kory Marchisotto,
CMO, e.l.f. Beauty. “Remixing the competition this year with UMGB
and Girls Inc. to force multiply was truly inspiring. The
connection between the artists, winners and alumnae was instant and
beautiful – and you can see the magic in all three
collections.”
COME TOGETHER
To immerse themselves in product development and innovation at
e.l.f., the Beautyscape winners and Girls Inc. alumnae started
their journey by participating in innovation courses followed by
experiential classes to engage, inspire and reflect on the art of
everything around them – from a virtual cooking class to a
high-energy fitness class to a makeup class with a celebrity makeup
artist. The last step was the Beautyscape winners and Girls Inc.
alumnae working with the e.l.f. team and UMGB artists on the makeup
collection.
PRESENTING ELECTRIC MOOD
Experience the unique self-expression and style of each UMGB
artist in each set of Electric Mood. Let’s give it up for Electric
Mood!
#1 -- Inspired by: Grammy and Golden-Globe nominated
Swedish singer and songwriter Tove Lo The vibe: Glitter
meets rock and roll grit. The lineup:
- Disco Glitz Brow & Eye Kit/$18 Get your dazzle on
with this universal eye and body glitter paste. It comes with a
dual-ended applicator and brush.
- Hydrating Balm/$10 Infused with jojoba oil and vegan
collagen, this soothing balm hydrates and provides a sheer wash of
color.
- Glassy Skin Balm/$8 Step out in this translucent balm
formula, which produces a stunning, glass-skin effect. It’s perfect
for all skin tones.
- Electric Mood Brush Set/$15 A limited-edition four-piece
brush and sponge set designed to complement the Electric Mood
collection.
#2 -- Inspired by: Future-facing R&B, soul and hip-hop
artist Tiana Major9 The vibe: Vibrant color goes
graphic. The lineup:
- Feeling Lucky Eyeshadow Palette/$16 Dip into these
creamy, highly pigmented formulas. Choose from matte, shimmer and
metallic finishes in 18 shades.
- Lip Duo/$12 Pucker up with this high-shine lip gloss and
lip pencil duo. Each is infused with coconut oil and shea butter
for kissable lips.
- Illuminating Elixir/$14 Multi-tasking 2-in1 face
concentrate infused with hyaluronic acid and jojoba oil promotes a
hydrated, natural-dewy glow.
#3 -- Inspired by: Superstar Colombian singer and songwriter
Pitizion The vibe: South of the border, sun-kissed skin
with a bold lip. The lineup:
- Shadow Crayon Duo/$12 The eyes have it with this pair of
creamy, blendable shadows. Both are long-wearing, smudge-proof and
crease-resistant.
- Plumping Sheer Slick/$7 Temperatures will rise when you
swipe on this lightweight, cherry-hued lipstick. You get a rich
wash of color with a balmy texture.
- De La Sol Cream Face Quad/$12 Radiance happens with this
collection of cream blush, bronzer and highlighter. The finish is
your-skin-but-better.
As a special encore, Artists Tove Lo, Pitizion and Tiana Major9
have each remixed a song inspired by their beauty collection and
music style that will be available on Spotify. The Beautyscape
remixes of Tiana Major9’s “Lucky” and Pitizion + Adso Alejandro
"Apatía” will be available starting July 2. Tove Lo’s “Cool Girl”
(The Beautyscape Remix) will be available on Spotify starting July
9.
ELECTRIC MOOD x DROPSHOP
Early Access via The DROPSHOP by Afterpay
Consumers will have early-access to shop the Electric Mood
collection through The DROPSHOP by Afterpay, a new platform by
Afterpay that unlocks exclusive access to limited edition
merchandise, offers and experiences. Live today, June 29 at 9:00am
EST, shop on elfcosmetics.com and check out using Afterpay to get
exclusive, first-access to the collection. The DROPSHOP by Afterpay
will give shoppers instant access with the ability to use their own
money and pay over time. Consumers will also be able to virtually
try on products from each of the music inspired Electric Mood
Collection bundles, via individual Snapchat augmented reality
filters through Wednesday, June 30.
General access to the collection starts on July 1 at
elfcosmetics.com, target.com and Target stores.
About e.l.f. Cosmetics:
Since 2004, e.l.f. Cosmetics 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.
continues to attract a highly engaged audience and set benchmarks
with new digital platforms. Our brand is widely available at
leading retailers such as Target, Walmart and Ulta Beauty, and has
a growing international presence. Learn more by visiting
www.elfcosmetics.com
About Afterpay
Afterpay Limited (ASX: APT) is transforming the way we pay by
allowing customers to receive products immediately and pay for
their purchases over four installments, always interest-free. The
service is completely free for customers who pay on time - helping
people spend responsibly without incurring interest, fees or
extended debt. As of March 2021, Afterpay is offered by nearly
86,000 of the world’s favourite retailers and is used by nearly 15
million active customers globally.
Afterpay is currently available in Australia, Canada, New
Zealand, the United States and the United Kingdom, France, Italy
and Spain, where it is known as Clearpay. Afterpay is on a mission
to power an economy in which everyone wins.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210629005733/en/
e.l.f. Beauty Inquiries: Melinda Fried Corporate Communications,
e.l.f. Beauty mfried@elfbeauty.com Business Media Inquiries:
Brittany Fraser ICR, Inc. ELFPR@icrinc.com Consumer Media
Inquiries: Danielle Marmel SHADOW Danielle@weareshadow.com
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