e.l.f. Beauty teams up with TOWIE star Gemma Collins for bronzing drops campaign

By Austyn King | Published: 26-Apr-2024

The tongue-in-cheek video sees the reality TV star applying the brand’s e.l.f. SKIN Bronzing Drops on a roller coaster

Make-up brand e.l.f. Beauty has teamed up with UK reality TV star Gemma Collins to promote its latest bronzing product, e.l.f. SKIN Bronzing Drops.

In a video posted to e.l.f. Beauty’s Instagram, the TOWIE star declares her love for the brand, saying “I might even change my name to e.l.f.”

The video then takes a comical turn as Collins arrives at an amusement park and complains that she was expecting “champagne [and] caviar”.

The 43-year-old is then presented with a challenge to ride a rollercoaster while applying the e.l.f. SKIN Bronzing Drops.

In a tongue-in-cheek caricature of her ‘diva’ persona, Collins – also known as The GC – objects to the suggestion as “shocking” and threatens to fire her manager.

After discovering the ride is in her contract, however, Collins boards the roller coaster and is shown applying the bronzing drops to her face, proclaiming her delight with the results before the ride takes off.

The clip ends with Collins telling her assistant that she wants a “lifelong supply” of the product.

The e.l.f. SKIN Bronzing Drops (£12) are said to give a warm glow, while moisturising and nourishing skin with ingredients including sunflower seed oil and antioxidants vitamin E, marula oil and raspberry seed oil.

The liquid formula can be mixed with the user’s moisturiser or oil to customise the level of bronze, with more drops resulting in a more intense bronzing effect.

Collins previously launched a supplement line, GemmaCollagen, in partnership with The London Aesthetics Company in 2021.

The company Gemma Collagen is now dissolved. 

She also teased her own beauty brand in 2020 and released a fragrance, Diva Pink, in 2019.

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