- After a successful limited-edition launch earlier this year, e.l.f. Cosmetics is expanding its pickle-inspired product line to commemorate the end of summer.
- In addition to its traditional “Real Dill” lip balm flavor, the extension includes one new lip balm – “‘e.l.f. von Dill,” inspired by German-style pickles – as well as a lip plumper and makeup sponge.
- The brand will promote the product launch with an activation at the Minnesota State Fair with a 10-foot pickle jar and branded gondola ride.
The product extensions follow a successful promo the cosmetics brand launched earlier this year, featuring a pickle-flavored, green-shaded Glow Reviver Melting Lip Balm that sold out in eight minutes. The promos are intended to tap into a Gen Z trend for everything pickle, with 20% of the cohort indicating they are “obsessed” with pickles. According to the company, the promo increased the brand’s volume of new purchases by 77%.
“When our community speaks, we listen,” said Laurie Lam, chief brand officer at e.l.f. Cosmetics, in a statement. “We moved at e.l.f. speed to bring our community more of what they love. Within weeks of our first drop, our teams were testing new flavors and ramped up our innovation pipeline to meet this cultural craving … We are her answering the call for more fans to get in on the fun.”
