E.l.f. Cosmetics Spots Air During 'Survivor' Finale
E.l.f. Beauty, in partnership with popular CBS-TV show "Survivor," created a series of TV spots celebrating contestants from 50 seasons of the reality competition. The videos also brought limited-edition products to consumers through the brand's "e.l.f.ie Advantage" vignette series that debuted during the three-hour "Survivor 50" finale on May 20.
The spots (see video below) show contestants being given a competitive edge through some of the brand’s hero products. Each video features an E.l.f. product in a Survivor-style challenge, using humor and suggesting that by using these products, any consumer could ultimately become the sole survivor.
The "e.l.f.ie Advantage Bundle," available for purchase on ElfCosmetics.com, features the three products at the heart of the TV spots and along with a limited-edition Survivor Buff neckwear.
"With the 'e.l.f.ie Advantage,' we're reimagining iconic Survivor moments, but with an E.l.f. twist,” Patrick O'Keefe, chief integrated marketing officer at e.l.f. Beauty, said in a news release. “We're putting our hero products directly into the most-watched moments of the season, and giving every fan watching at home permission to use beauty as the edge it's always been."
The partnership builds on the strength of both brands, and celebrates Survivor’s continued success. The "Survivor 50: In the Hands of Fans" premiere earned the most social interactions of any Survivor episode in history, per the series, and marks the first season in franchise history designed by viewer vote.
The "Survivor 50" live finale in Los Angeles also brought some of the show’s female winners together. Content creator Delaney Rowe hosted red carpet interviews streamed across E.l.f. and Survivor social channels.
"With its culturally savvy and community-driven approach, E.l.f. Cosmetics is a perfect partner for this landmark season,” said Beth Trentacoste, senior vice president of creative at Paramount Media Labs. “The 'e.l.f.ie Advantage' creative campaign is a bold example of entertainment-first storytelling that authentically engages fans and seamlessly lives within the show’s universe.”
