Digital & Social
e.l.f. Beauty
A lip color so bold, it stops the wolf in his tracks.
The brief / 03
A social-first campaign that rewrites fairy tales for two generations of beauty fans: Gen Z and Gen Alpha.
01Challenge
One brand, two audiences. Gen Z (14–28) discovers beauty on TikTok and trusts creators over ads. Gen Alpha (8–13) learns it on YouTube, with a parent approving every purchase. The campaign had to reach both without talking down to either.
02Insight
Both generations find products through people, not ads.
03Concept
Your Story, Your Ending. Classic fairy tales, rewritten by the girl wearing the makeup. No rescue required.
Why it works
Both generations find products through people, and both already know these fairy tales. Rewriting the ending puts the girl wearing the makeup at the center.
One brand / Two generations
Campaign persona / Maya, 22
“Beauty isn't about looking expensive. It's about looking intentional.”
Campaign persona / Zoe, 12
“It's not about makeup. It's about having a whole vibe.”