- e.l.f. Cosmetics has launched a humorous new campaign that makes a legal case out of the high prices of quality cosmetics.
- The “e.l.f.ino & shmarnes” effort, starring drag icon Heidi N Closet and comedian Matt Rife, turns the high prices into a criminal case.
- The campaign comes as the brand raised its prices $1 on every product on August 1st, which it attributed to tariffs.
e.l.f. may be raising prices, but they are still a brand that offers affordable options and this campaign continues to highlight their value.
The new campaign embraces the brands approach to humor to entertain its largely Gen Z audience. The court room themed campaign follows up on the brand’s “Judge Beauty” campaign, which ran during the 2024 Super Bowl. That spot starred Judge Judy who judged companies that offered high prices on beauty products.
The “e.l.f.ino & schmarnes” effort brings charges against inflated prices and undervaluing the intelligence of consumers. The evidence is several e.l.f. Products from mascara to lip oil.
As part of the activation, the brand is hosting a mock law office – the Law Offices of “e.l.f.ino & schmarnes” – at the Oculus in NYC from 12:30–6:30 p.m. are officially open. The brand has also created a hotline to get beauty advice at 1-855-COLD-HARD-LASH.
