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e.l.f. SKIN's Bronzing Drops - a nourishing tinted serum that provides a skin-kissed glow - have been released, and the brand is introducing the long-awaited product with "Peculiar Behavior."
"Peculiar Behavior" humorously depicts the enthusiasm of the e.l.f community when new products, especially highly anticipated ones, are launched. The video begins with a two-minute mock documentary starring actress and activist Jameela Jamil. She plays the role of an observer with glasses and binoculars, exploring how people are reacting to the product in their everyday lives.
Jamil's explorer embarks on an expedition that spans a suburban bedroom, where a teen stealthily takes the coveted serum from her sister's room; a bustling airport, where travelers sporting Bronzing Drops look rejuvenated and radiant compared to their tired counterparts; and a home office, where a remote worker depends on her Bronzing Drops to conceal the fact that she hasn't left the house in days.
"Bronzing Drops are the No. 1 thing our community has requested, so we wanted to be sure to over deliver with an e.l.f.ing amazing product. We truly believe our community will go wild once they try it. In the spirit of surprising, delighting and entertaining our audiences – and never taking ourselves too seriously – we let our imaginations `explore' the potential reactions," said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. "We love it when our community is in on the joke AND finds a new favorite product – and, I assure you, it will be."
The spot will air on major streaming platforms such as Amazon Prime, Peacock and YouTube.
Agencies behind Peculiar Behavior campaign?
- Agencies - 1Milk2Sugars
- Brand - e.l.f. Cosmetics
(click on the link to view the agency's Vendor Directory listing)
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