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E.l.f. Cosmetics Reinvents Beauty Campaigns with Telenovela Spin for Mexican Market

Lifestyle and Fashion

Business Honor
24 Febuary, 2025

E.l.f. Cosmetics launches a new, telenovela-themed series to engage Mexico's beauty lovers.

In a innovative bid to grow its footprint in Latin America, E.l.f. Cosmetics has introduced a new campaign in Mexico that takes its cue from the popular telenovela format. The campaign, called “Descubre e.l.f.ecto” ("Discover the e.l.f. effect"), is a two-episode drama series made specifically for TikTok and Instagram. It centers around highlighting E.l.f.'s best-selling, affordable beauty items in an extremely engaging and entertaining format.

Developed with the help of creative agency 72andSunny, the campaign is a blend of beauty and entertainment, capturing the increasing trend of fusing social media with storytelling. The episodes depict young women tackling common beauty problems, employing E.l.f. products such as the Power Grip Primer and Camo Liquid Blush. In the first episode, a young woman gets ready for a date with her ex and learns that a long-lasting makeup solution need not be expensive. In the second episode, a lighthearted discussion about a girl's blush shows the product's low price, injecting a bit of humor into the story.

E.l.f. Cosmetics' entry into the telenovela market follows its high-profile launch at Sephora Mexico in October. With the company looking to cash in on the cultural diversity of the region, it hopes to promote the accessibility of its brand while ensuring excellent quality standards. E.l.f. Beauty's Chief Marketing Officer, Kory Marchisotto, highlighted the fact that the campaign represents a new era for the company as it invites Mexican consumers to live "affordable luxury."

Aside from beauty, E.l.f. Cosmetics continues to incorporate purpose marketing into its campaigns, having already partnered with Meghan Trainor and introduced effective campaigns such as “So Many Dicks” and “Dupe That!”.