E.l.f. Beauty has broken into hair care to meet consumers’ needs for affordable luxury in the hair care space, and has debuted with a humorous Bigfoot-inspired advert to drive home this message.
E.l.f. Hair has been created in response to the drugstore make-up brand learning that 77% of its community has expressed interest in hair care, and is described as a “natural next step” for the company.
The collection comprises six “prestige-quality products”, including a shampoo, conditioner, treatment oil, styling spray, styling cream and styling wand, all of which are priced under US$10.
It is e.l.f. Beauty’s largest category expansion since entering skin care in 2022.
“Our community has been asking us to bring e.l.f.fordable luxury into hair, and we listened,” said Kory Marchisotto, President, e.l.f. Brands.
“E.l.f. Hair is a natural next step, rooted in our belief that the best of beauty should be accessible to every eye, lip, face and now hair.
“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.”
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This break into hair care follows e.l.f. Beauty’s one-off, test-and-learn drop earlier this year of two limited edition hair styling products – Power Grip Styling Wand, and Power Grip Hair Gel and Brush bundle.
E.l.f. Beauty is marking the launch of e.l.f. Hair with new campaign, ‘What the h.e.l.f.?’, which brings together “the best of beauty, storytelling and self-expression”, read a company statement.
The campaign, created with Tombras and directed by Ulf Johansson, features an unexpected star – large, hairy, ape-like cryptid Bigfoot – who is played by Robert Strange.
In the video, actress Peyton List and content creator Yonna Jay take a journey that “is equal parts epic and absurd”, read a company statement, as they come across Bigfoot, who is depicted as having a fantastic hair day in the woods thanks to e.l.f. Hair.
The campaign is being further amplified through e.l.f. Beauty’s new experience on gaming platform Roblox.
In ‘e.l.f.UP!’, players can grow their virtual beauty businesses with new hair products, and the Glow UP! experience introduces a dedicated hair styling section.
E.l.f. Beauty is also dropping an exclusive collection of digital hair accessories for players to customise their avatars.
The e.l.f. Hair collection
What products make up the e.l.f. Hair collection and why?
E.l.f. Hair’s six-piece collection comprises Never Thirsty Moisturizing Shampoo ($9), which cleanses locks to remove oil and product build-up, and has a fruity scent.
Never Thirsty Moisturizing Conditioner ($9) features the same fruit scent and claims to hydrate hair without weighing it down.
Gloss Mode Treatment Oil ($10) is a styling oil that aims to strengthen hair and protect it, infused with a vanilla and peony scent.
Humidity Hero Anti-Frizz Styling Spray ($9), meanwhile, is a heat-activated treatment for fizz control and claims to help manage the effect of humidity on hair.
3-in-Wonder Magic Styling Cream ($9) is a moisturising cream that works to provide a flexible hold for smooth styles, while also claiming to prime locks for blowouts.
3-in-Wonder Magic Styling Cream Wand ($6) is a wand for smoothing frizz, slicking back flyaways, and edges and styles with a soft, flexible hold.
E.l.f. Hair is available to buy on TikTok Shop on 16 June, and will launch into retail partner Target on 24 June.
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