- Cosmetics company e.l.f. Brands is getting into the hair-care game with a new line of products, backed by an introductory campaign that depicts Bigfoot getting his glam on.
- The new product line includes six products that include shampoo, conditioner, treatment oil, styling cream and an anti-frizz spray. The extension into hair care resulted from company research indicating that more than three-quarters of its community would purchase hair products.
- The products will launch with a campaign themed “What the h.e.l.f.?” and the spot featuring Bigfoot. That effort will be supported with a Roblox activation where players can stock virtual beauty businesses with the products and a dedicated hairstyling station.
For those in the know, e.l.f.’s moniker stands for “eyes, lips, face.” So, the new campaign, “What the h.e.l.f.?” incorporates the new product line in a cheeky way. (To be clear, the company is not changing its name.) The commercial, created with Tombras and directed by Ulf Johansson, depicts Bigfoot rifling through a camper’s unguarded backpack. The creature discovers the new hair-care products, tries them, and the soundtrack immediately changes to more upbeat dance music, as Bigfoot feels the product take hold.
Walking down the trail, a now preening Bigfoot encounters hikers (played by Peyton List and Yonna Jay) taking some photos surrounded by nature. The creature takes over the shoot, posturing for fashion-style photos, and winning the hikers over with his charm and style. (Until, that is, he starts dancing “Da Butt.”)
The product line is part of the brand’s so-called “Zero Distance” commitment from insight to action, after company research indicated 77% of e.l.f.’s consumer community has expressed purchase intent for haircare products. The insight led to a test of two limited-edition styling products – a Power Grip Styling Wand and Power Grip Hair Gel + Brush bundle – to an enthusiastic response.
“Our community has been asking us to bring e.l.f.fordable luxury into hair, and we listened,” said Kory Marchisotto, president of e.l.f. Brands, in a statement. “Our community does more than influence what we do, they help shape it. We take their insights and turn them into something meaningful, with a little wit and a lot of intention.”
