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e.l.f. Cosmetics Answers Community Demand with the Return of Pickle-Inspired Glow Reviver Melting Lip Balms

ELF
  • e.l.f. Cosmetics is launching three new limited-edition pickle-inspired Glow Reviver Melting Lip Balms following the original product's sell-out in 8 minutes earlier this year.
  • The new collection includes The Real Dill (sheer green), e.l.f. von Dill (glossy pearl), & Spicy Lil' Dill (deep red sheen with a plumping formula).
  • A collectable Briny Blender makeup sponge is also included in the drop to complement the lip balms.
  • Each lip balm is priced at $9/£9/€10 & the items are expected to sell out quickly due to high community demand.
  • Digital launches are scheduled for August 20 on elfcosmetics.com, Ulta.com, & TikTok Shop, marking e.l.f.'s first availability at Ulta Beauty's TikTok Shop.
  • In-store availability at Ulta Beauty stores begins August 23 with a special gift with purchase, while the UK launches on August 20 at elfcosmetics.co.uk & at Boots stores on August 26.
  • The collection will reach Germany via DM stores on September 24.
  • An in-person activation at the Minnesota State Fair from August 27-30 will feature a large-scale pickle-themed footprint & gifting for attendees.
  • The Minnesota State Fair partnership marks the first time in over 20 years that a beauty brand has collaborated with the event.
  • The product launch leverages data showing over 20% of Gen Z are obsessed with pickles & aims to expand the brand's community beyond the 77% of new purchasers from the original release.