E.l.f. cosmetics launches “Vanity Table Talk” digital series
E.l.f. cosmetics is leaning into the world of entertainment with the debut of its new digital series titled “Vanity Table Talk.”
The social-first show, which is a mashup of formats including the late-night talk show and TikTok native “Get Ready With Me” or GRWM, will feature actress Jennifer Coolidge on its premiere episode to share funny insights into her relationship with makeup, as well as her daily routine and ideal lipstick name.
Coolidge, who is an animal rights advocate, inspired the brand to make a $100,000 donation to Rise for Animals, a national animal rights organization that is working on ending animal experimentation, the company said.
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“E.l.f. has been engaging with culture through the lens of entertainment for years, so a bonafide content series was a natural and fun progression for the brand,” says Patrick O’Keefe, vice president of integrated marketing communications, e.l.f. Beauty. “We want Vanity Table Talk to bring a smile to every eye, lip and face that watches it. Jen, Ashley and Ziwe all align with the spirit of the show, and each represent the very best of beauty – they’re confident, authentic and beautifully unique.”
Similar to the GRWM videos, guests will sit solo at e.l.f.’s vanity and apply products while telling stories and reacting to questions flying in from off-camera.
“As we continue to grow the e.l.f. cinematic universe, we explore every opportunity to entertain,” says Brian Vaughan, executive creative director and partner, SHADOW. “The uniquely customizable Vanity Table Talk format allows us to build concepts with specific talent and partners in mind. Everything from set design to scripting to each episode's strategic product launches are tailored for the guest, allowing each to play, perform and shine in their own distinct way.”
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Future episodes will include comedian, writer and musician Ziwe, as well as actress and singer Ashley Park.
New episodes will be released each month through August through the brand’s social channels, including TikTok, Instagram and YouTube.