E.l.f. Cosmetics recaps the year’s trends with a holiday movie
E.l.f. Cosmetics is looking back at 2021 in an innovative way.
The beauty brand is unveiling a TikTok holiday movie that was crowdsourced by the TikTok community and is available to watch in three, three-minute segment videos.
Featuring some of the social media platform’s biggest stars, as well as everyday TikTokers, the film— “Big Mood, Big e.l.f.ing City” — aims to empower the community to go after its dreams, the beauty brand said.
“With our first e.l.f. holiday movie, Big Mood, Big e.l.f.ing City, we are guided by e.l.f.’s desire to use our platform to empower our community,” Kory Marchisotto, chief marketing officer at e.l.f. Beauty said. “We are thrilled to produce this movie on TikTok, shining a spotlight on some of the most creative storytellers on the platform.”
[Read More: E.l.f. Beauty’s CBD line revives, soothes skin]
The plot of the film follows Ash, played by TikTok star Fia James, who heads up to the big city to surprise her bestie, only to find he is out of town for the night. Four holiday e.l.f.z —Big Mood, Petty Primer, Camo Cutie and Power Grip Primer — voiced by Adam Ray, help Ash make the best of the situation by leading her on an epic holiday adventure.
Along the way, the film’s star meets additional “slay belles,” with special appearance by Glamzilla, Kalen Allen and Vanessa Pena.
In addition, e.l.f. Cosmetics shared that it will be working with actress Sarah Hyland, known best for playing Haley Dunphy on “Modern Family,” to share her favorite holiday movie traditions on her TikTok. She also will be watching the film and celebrating its launch by getting glammed with her favorite products from the brand, the company said.
[Read More: E.l.f. Cosmetics debuts limited-edition Electric Mood collection]
The “Big Mood, Big e.l.f.ing City,” film was developed and produced with creative agency Movers+Shakers.