The cosmetics brand has officially partnered with Hot Girl Walk, an organization that promotes physical activity.
Summary:
- E.l.f. has become the first official beauty partner of Hot Girl Walk, a fitness organization dedicated to encouraging women to stay active, as reported by Marketing Dive.
- To celebrate the collaboration, E.l.f. produced a two-minute video parodying the style of televised sports events. The video features Olympian Gabby Douglas and actor Patrick Warburton as sportscasters, providing play-by-play commentary on three walkers in a competitive scenario.
- This parody, created in collaboration with the agency Movers+Shakers, leverages a popular TikTok trend and Olympic excitement. The “Hot Girl Walk Championship” parody aims to reinforce E.l.f.’s identity as an entertainment brand.
E.l.f. is leveraging a social media trend to promote its Power Grip Dewy Setting Spray through a sportscast-style parody. In a creative clip, Douglas and Warburton sit side-by-side, addressing the phenomenon of “hot girl walks” and tapping into Olympic excitement. Alongside the parody, E.l.f. is introducing a new sponsorship and product bundle to solidify its reputation as an entertainment brand.
“The inspiration for the Hot Girl Walk Championship is two-fold: first, we noticed that our community, including our e.l.f. employees, are captivated by group walks, and second, our community is enthusiastic about the incredible makeup-gripping and staying power of the Power Grip Dewy Setting Spray,” said Chief Brand Officer Laurie Lam in a statement.
To connect the parody with real-life events, E.l.f. will sponsor a Hot Girl Walk event in Miami next month. This event will align with the launch of a Snapchat lens, enhancing the brand’s presence on mobile platforms. E.l.f. has consistently embraced digital trends to engage younger audiences, recently introducing a real-world commerce experience on Roblox, a gaming platform favored by young consumers.
Last month, E.l.f. furthered its entertainment-focused marketing efforts, especially in digital and TV, with an Animal Planet-style advertisement featuring British actress and activist Jameela Jamil. The company has increased its marketing budget to 25% of net sales in fiscal 2024, a significant investment that has successfully attracted young consumers and boosted sales.
