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Elf Cosmetics Serves Up Hot Reality TV Tea with Love Is Blind Campaign

For brand marketers looking to tap into major cultural moments, elf Cosmetics just provided a masterclass with its "Makeup Over Makeup" video series featuring stars from Netflix's smash hit reality show Love Is Blind.

The wildly popular dating series, where singles get engaged sight unseen before meeting face-to-face, has captivated audiences and sparked endless conversation across social media. Always plugged into what's buzzing in entertainment and pop culture, elf recognized a prime opportunity to connect with engaged fans craving even more content and behind-the-scenes access from the show's dramatic couples.

Elf teamed up with Chelsea Blackwell and Jimmy Presnell, one of the most talked-about couples from Love Is Blind season 6, for a special video where the exes dish on their explosive breakup and lingering chemistry - all while doing each other's makeup using elf's affordable, playful cosmetics.

The authentic, unfiltered conversation touching on juicy plot points like Jimmy's close female friendships and Chelsea's infamous "Don't disrespect me like that" confrontation is pure catnip for the show's rabid fanbase. By bringing their candid dynamic and simmering romantic tension to life through an entertaining beauty tutorial, elf creates an irresistible must-watch for Love Is Blind enthusiasts.

This innovative campaign brilliantly merges elf's core product proposition of accessible, fun makeup with an of-the-moment cultural phenomenon that legions of consumers are fervently discussing online. The relatable personalities and captivating real-life drama provide sticky engagement, while the video seamlessly incorporates elf makeup application and branding in an organic, non-disruptive way.

With this creative expression of its "Eyes.Lips.Famous" ethos, elf proves itself as a nimble, buzzworthy brand that can deftly tap into the zeitgeist around hot-button pop culture properties. The campaign is primed to resonate with elf's core younger audience, while also introducing the brand to new beauty fans drawn in by the irresistible Love Is Blind connection.

Smart brands like elf recognize the impact of offering audiences more of what they're passionate about from their favorite shows and celebrities. By leveraging an ownable intersection of beauty and reality romance, this campaign sets the bar for how to effectively court the attention of content-ravenous consumers in an entertaining, memorable way that builds brand affinity.


Halo Glow Liquid Filter:

Halo Glow Blush Beauty Wand:

Halo Glow Setting Powder:

Perfect 10 Eyeshadow Palette:

Glow Reviver Lip Oil:

H2O Proof Eyeliner Pen:

Tools Used:

Total Face Blending Sponge:

Concealer & Foundation Complexion Duo Brush:

Halo Glow Powder Puff:


Blemish Breakthrough Stick It to Zits Pimple Patches:

Holy Hydration! Eye Cream:

Holy Hydration! Triple Bounce Serum:

Holy Hydration! Face Cream - SPF 30:

Instant Lift Brow Pencil:

Stay All Night Micro-Fine Setting Mist:

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