e.l.f. Cosmetics becomes the first beauty brand to cross over to the music industry successfully. e.l.f. Cosmetics' Holiday Album "e.l.f. The Halls" features five remixes of Christmas classic, and four of those songs reached the Top 20 of both the Billboard Triller U.S. and Global Billboard Triller Chart. You'd think that Rihanna's Fenty Beauty and Selena Gomez' Rare Beauty would also have chart-topping songs having megastar singers as owners. Still, it's the unassuming but very popular brand that has managed this musical feat.
According to Business Wire, Triller is an artificial intelligence-driven experience that combines music and social media to brings artists, creators, and brands from all over the world together in one platform. Trillers allows its users to create and share music videos and uses Mashtraxx editing technology to add customized music. Even celebrities like Alicia Keys, Chance the Rapper, Cardi B and Eminem use the app regularly, while brands like Pepsi, Boost Mobile, and Chipotle have also used Triller to their advantage. e.l.f. Cosmetics is the first beauty brand to dominate the platform, with up-and-coming artists singing classic Christmas hits with a twist.
Kory Marchisotto, e.l.f. Cosmetics' CMO told Glossy that "We are always on the lookout for emerging platforms and new audiences to engage." She added that the brand met with Triller last year and became the first beauty brand to have launched a sponsored challenge on the entertainment platform. Their holiday album tapped creative agency Movers+Shakers, the same agency that created their successful TikTok campaign "Eyes Lips Face," which received over five billion views. Movers+Shakers breathed new life into five traditional Christmas songs "Auld Lang Syne," "Jingle Bells," "Deck the Halls," "Up on the Housetop," and "Joy to the World," and with those remixed hits, e.l.f. managed to reach new heights in a completely different field.
The songs featured music industry newbies Halston Dare, Yasmeen, Kiana V, and Rosette, and they made their international debut across Triller, YouTube, Twitter, Facebook, Instagram, TikTok, and Snapchat. In addition to Spotify and Apple Music, the e.l.f. The Halls holiday album proved to be a huge hit with over 37 million streams across all social media platforms.
Glossy reports that e.l.f. Cosmetics was the number two favorite brand of Gen Z last year. With their wide range of very affordable and good quality makeup and skincare products, e.l.f. Cosmetics continues to win audiences over, and the brand proves that you don't need to spend a ton of money on great products. While the holiday season is over, you can still get your hands on their best-selling advent calendar, which includes the following top-selling products:
Wow Brow Gel in Neutral Brown
SRSLY Satin Lipstick in Taffy
Holy Hydration! Face Cream
Bite-Size Eyeshadow in Cream & Sugar
Liquid Glitter Eyeshadow in Cranberry Punch
Poreless Putty Primer
Makeup Mist and Set
Ride or Die Lip Balm in Boss Berry
Lip Lacquer in Bubbles
Total Face Sponge
That's 12 products for $45—what a bargain.
Related article: e.l.f. Cosmetics: Beauty For Less
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