E.l.f. Cosmetics taps Joey King, Lucien Laviscount for Power Grip Primer campaign
E.l.f. Cosmetics is recognizing what a cult classic its Power Grip Primer has become with a campaign emphasizing its popularity.
The beauty brand is rolling out a new initiative in support of the product, which features actors Joey King and Lucien Laviscount.
In the sports-themed campaign, King and Laviscount take on home-town playoffs by meeting one another’s parents on game day, who are on opposing sides.
“An e.l.f. Power Grip Primer is sold every 3.5 seconds. Fandom is fueled by an e.l.f.ing amazing community of undefeated enthusiasts. Our community is comprised of a beautiful tapestry of kindred spirits rallying around a shared passion, not because they fit into a box defined by someone else. We don’t allow stereotypes to limit the audience of our products,” said Kory Marchisotto, chief marketing officer of e.l.f. Beauty. “Our house is open for every eye, lip and face—including sports lovers of all stripes.”
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Titled, “eyes. lips. face. fandom.,” the campaign will make its formal debut during the Macy’s Thanksgiving Day Parade on Nov. 28.
“No matter what you are a fan of—fandoms bring people together!” said King. “This campaign, like fandom, is encouraging everyone to express themselves and their individuality. But it’s also reminding us of the things that help us stick together—like a really great primer from e.l.f. or love for the home team!”
E.l.f. created the campaign in partnership with creative agency 72andSunny Amsterdam. Casting was led by creative marketing and communications agency Shadow, and directed by filmmaker Alex Buono.
“Being a part of this campaign has been such a treat,” said Laviscount. “While I might not have ever expected to appear in a makeup commercial, I think my first being with e.l.f. is the best part! Doing something unexpected and entertaining, especially with a brand that’s known for disrupting norms, has been a highlight of my sports season.”
