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Escape “Unglammy Valley” with e.l.f. Cosmetic’s Soft Glam Satin Foundation

  • e.l.f. Cosmetics launches the "Unglammy Valley" campaign to promote its Soft Glam Satin Foundation by dramatizing the horror of mismatched foundation.
  • The campaign stars actress Sara Waisglass & blends horror with humor to address the 66% of consumers who rely on trial-and-error for shade selection.
  • The Soft Glam Satin Foundation offers medium-buildable coverage in 36 shades, features a satin finish with 1% Hydrating Hibiscus Complex & berry extracts, & is priced at $8/£9/€10.
  • e.l.f. partners with Alta, an AI-powered virtual closet platform, to allow users to track beauty routines & receive product recommendations via Alta avatars.
  • The campaign runs across TV, streaming, YouTube, & social channels in the US, Canada, UK, & Germany, featuring a virtual try-on tool on elfcosmetics.com.
  • Oshiya Savur, CMO of e.l.f. Brands, states the initiative uses community feedback to transform foundation fears into relatable humor while amplifying the product.
  • The campaign launch is supported by influencer extensions & immersive activations as part of a 360-degree amplification strategy.