The cosmetics brand has become the first official beauty partner of Hot Girl Walk, an organization which encourages movement.
Dive Brief:
E.l.f. is the first official beauty partner of Hot Girl Walk, a fitness organization which encourages movement among women. To mark the partnership, the cosmetics company released a two-minute video meant to parody the look and feel of televised sports competitions. Olympian Gabby Douglas and actor Patrick Warburton serve as sportscasters in the clip, giving a play-by-play commentary of three different walkers as they compete. The parody, developed in partnership with agency Movers+Shakers, incorporates a popular TikTok trend while also tapping into Olympic hype.
Dive Insight:
E.l.f is embracing a social media trend to promote its Power Grip Dewy Setting Spray with a parody done in the style of a sportscast. Douglas and Warburton sit side-by-side in a creative clip which not only touches on so-called “hot girl walks,” but also leans into Olympic excitement. The parody is accompanied by a new sponsorship and product bundle as the company looks to cement its status as an entertainment brand. The 'Hot Girl Walk Championship' is also being promoted through real-life events.
