e.l.f. Beauty's e.l.f. Cosmetics is the first brand featured in a TikTok Shop Super Brand Day, running March 31 to April 3, 2024. To coincide with the feature, the brand is debuting a new SKU, the $10 bi-phase Power Grip Dewy Setting Spray.
The spray is the latest launch in the brand's Power Grip franchise; per NielsenIQ data cited by e.l.f. Beauty, the Power Grip Primer is the top mass color cosmetic SKU in the United States.
In December, Exploding Topics reported that videos related to the original primers had been immense.
Furthermore, the brand's Power Grip Primer reportedly generated $317K monthly on Amazon. And searches for the product grew 1,680% in the previous two years.
In conjunction with the TikTok Shop initiative and new product launch, e.l.f. Beauty has unveiled an original song, “Shake > Spray > Stay"; per the brand "the lyrics–set to a hip-hop beat–break down how to use this new holy grail product."
The news comes on the first year anniversary of TikTok Shop and the 20th anniversary of e.l.f. Beauty.
In February 2024, NielsenIQ reported that TikTok Shop was the number 12 beauty and wellness e-commerce retailer in the U.S. market, making it bigger than several department store e-tailers.
In the U.K. market, it ranked number four and, in China (where the platform is known as Douyin), number two.
“Being the first brand partner in a TikTok Shop Super Brand Day unites an unique trifecta: introducing a new product, debuting an original song, and shining a spotlight on our shop," said Kory Marchisotto, CMO of e.l.f. Beauty. "We wanted to surprise and delight our community who have been with us since our first viral moment on TikTok. It was important for us to make a bold entrance and show up in a disruptive way to this party, and what better way than a new product and another original song for the platform.”
"e.l.f. has thrived on TikTok Shop by creatively engaging with our community and building exciting, culturally relevant moments,” said Nico Le Bourgeois, head of TikTok Shop U.S. operations. "We're thrilled to partner with e.l.f. on this campaign and showcase products that shoppers can purchase directly on TikTok Shop."
