Winning Fashion and Beauty Gold in The Drum Awards for Marketing Americas is e.l.f.
Beauty. Here is the award-winning case study. Objective e.
l.f. Cosmetics is a brand by the community, for the community, and inspired by the community.
The key to our success lies in prioritizing our audience before content. We listened, learned, and leaned into the cultural zeitgeist to shape our second big game commercial, focusing on surprising and delighting our community. This led us to the perfect trifecta, tapping into the popularity of courtroom dramas, a leading trend on TV.
Strategy and Insight We established e.l.f.
Court as the ideal creative universe to showcase the brand’s core value of accessible, cruelty-free makeup for every eye, lip, and face. Presiding over our world of lustrous justice was the Honorable Judge Beauty, portrayed by the iconic Judge Judy Sheindlin herself. We populated the courtroom with a diverse cast of cultural icons to bring the proceedings to life.
Judge Beauty emerged as the ideal creative playground to defend e.l.f.
’s case for quality and affordable cosmetics, putting an end to overspending on foundation and sentencing the world to $14 radiant skin with e.l.f.
’s best-selling Halo Glow Liquid Filter. Execution With 2023’s record-shattering resurgence of Suits, the world’s continued fascination with Judge Judy Sheindlin in her Emmy award-winning series Judy Justice, and the widespread viral sensation of Jury Duty memes - it became evident that c.
