Big Lashes, Big Attitude, Big Deal:
05 Agosto 2021 - 9:45AM
Business Wire
Confidence soars off the charts with one swipe of the new Big
Mood Mascara from e.l.f. Cosmetics. The latest and loudest mascara
that is created clean, cruelty free and vegan, Big Mood produces
mega volume and massive lift for the baddest blinks you’ll ever
see. A daring, inspiring and confident mascara calls for a teammate
with equal attitude. That’s why e.l.f. is joining forces for Big
Mood Mascara with a one-of-a-kind, larger-than-life recording
artist Tierra Whack.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210805005298/en/
“Everything we do is designed to inspire confidence and
creativity,” says Kory Marchisotto, Chief Marketing Officer, e.l.f.
Beauty. “With Big Mood, we’re being e.l.f.ing disruptive in the
mascara category and transforming expectations for big, bold and
beautiful lashes at an incredible price point.”
BIG STYLE
“Tierra connects with and inspires people through her music and
creative executions,” says Patrick O’Keefe, VP, Integrated
Marketing Communications, e.l.f. Beauty. “Tierra is a leader, and
she brings joy to everything she does. We’re excited for this epic
launch that will combine the energy, style and creativity of Tierra
and Big Mood!”
e.l.f. and the big world of Tierra Whack will collide to unlock
Big Mood energy. Adding a playful beat, the campaign features
Tierra’s new hit song, “Walk The Beat,” which celebrates Tierra’s
“whack world” take on style and fashion. Singing “Fashion Shows,
Fancy Clothes. That’s just the way it goes...” Tierra applies Big
Mood Mascara and turns ordinary moments — like heading to the
market or even taking out the trash — into high fashion runway
events. To amplify the momentum around Big Mood, e.l.f. Cosmetics
will work with top TikTok influencers to invite the community to
show off their Big Mood energy. You don’t need a special occasion
to use your favorite mascara, especially when it’s only $7. Big
Mood Mascara is for every eye, lip, face and your everyday
happenings!
BIG BENEFITS
Big Mood Mascara is a clean, volumizing and lifting mascara that
gives a false lash effect without smudging. For a bold look with
definition, it features a uniquely shaped brush head that helps
lift lashes to their highest heights. What’s more, the brush’s
hourglass shape is an MVP when it comes to building volume while
separating lashes. The creamy formula is infused with jojoba wax to
hold lashes’ curl and gives a smooth, effortless application from
day to night.
BIG LOVE
To develop the campaign, Tierra’s makeup artist Camille Lawrence
teamed up with e.l.f. to capture Tierra’s unique, trendsetting
style. The connection between e.l.f. and Camille was instant. “I’m
obsessed with Big Mood Mascara, and the bright metallic packaging
matches Tierra’s style,” exclaimed Camille. “The wand is a perfect
shape to build length and volume, and the formula is so hydrating.
It’s buildable, breathable and bold!”
As a proud Philly native, Tierra’s heart is always with her
hometown. Coupled with the brand’s empowerment pillar, Tierra and
e.l.f. are giving back in a big way, by commemorating Big Mood’s
launch with a $25,000 contribution to Women’s Way of Philadelphia,
a nonprofit dedicated to empowering organizations and individuals
to take action to support equal opportunity for women, girls and
gender equality. “I support and really appreciate Women’s Way
mission of gender equity and commitment to economic security,” said
Tierra. “They work hard to ensure that women have the right to
equal opportunity and equal wages to provide for their
futures.”
Big Mood Mascara is available on elfcosmetics.com and at major
retailers and drugstores nationwide including Target, Walmart, ULTA
Beauty. Going big also calls for going international. Big Mood
Mascara is available in Canada at Shoppers Drug Mart and at select
Douglas’ stores across Europe. Big Mood Mascara is also available
in the UK at Superdrug and will launch at Boots on August 11.
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 Tierra Whack:
GRAMMY-nominated lyricist and fast-rising superstar Tierra Whack
is solidifying her position as a force to be reckoned with after
her riveting release Whack World that continues to garner her
critical acclaim. Loaded with flavorful wordplay and boundless
creativity, Whack netted her first GRAMMY nomination for her
standout video, "Mumbo Jumbo." Armed with a love for 90s hip-hop
and a passion for poetry, the North Philly emcee eventually delved
into rapping, and in 2017, Tierra inked a deal with Interscope
Records. In June 2019, her stellar wordplay abilities earned her a
coveted slot as an XXL Freshman. She also was featured on Apple's
Up Next Program, and she partnered with Apple for a lighthearted
commercial, which featured new songs "feel good" and "Peppers &
Onions." This past spring, she teamed up with LEGO® for her video
"Link." There, Whack sat down alongside Philadelphia children from
ages 6-9 to build a myriad of objects out of LEGO® bricks to
inspire her innovative video.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210805005298/en/
Media Contacts: 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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