E.l.f. Beauty has partnered with actress Jennifer Coolidge on the limited edition lip collection Dirty Pillows and supporting campaign.
The collaboration was inspired by an outtake from the White Lotus star’s first 30-second TV advert with the drugstore beauty brand which aired at the Super Bowl in February.
During an outtake for the ad, which was promoting e.l.f. Beauty’s viral Power Grip Primer, Coolidge was asked what she would name her own lipstick if she had the chance.
The Golden Globe-winning actress comically replied “Dirty Pillows” or “Swollen” – and the idea for her nude-focused collaborative lip kit with the cosmetics brand was born.
“A key part of my favourite look is exaggerating my lips by combining lipstick with liner and gloss, in just the right colours, to make them look bigger,” commented Coolidge.
“Now… you can have the exact shades I use every day to give you swollen lips too.
“You will know you still have your lips on if you wake up to a dirty pillow.”
The e.l.f. x Jennifer Coolidge Dirty Pillows Lip Kit
The 30-second Dirty Pillows advert “explores a world where one’s lips always come first”, read a statement from e.l.f. Beauty.
Coolidge can be seen wrapped up in pink satin sheets dreaming about an attractive barista serving her a latte.
Kissing her pillow in her sleep, her partner asks, “What’s going on?”, to which Coolidge wakes and replies that she was having a “terrible nightmare”.
Her signature lip had remained in place despite all the kissing.
“Playful and irreverent as Jennifer Coolidge, the campaign finds her completely preoccupied by her new lip kit in the most unexpected circumstances,” added e.l.f. Beauty’s statement about the advert.
The Dirty Pillows collection comprises O FACE Satin Lipstick in shade Dirty Pillows and Lip Plumping Gloss in hue Swollen.
As well as Cream Glide Lip Liner in Fill Frontal and Lips Are the Mirror to Your Soul compact mirror.
"With the launch of Dirty Pillows, we are redefining what it means to be a mass cosmetics brand,” said Kory Marchisotto, CMO at e.l.f. Beauty.
“By taking an unscripted moment and transforming it into a premium lip collection at e.l.f. speed, we go beyond beauty to entertain our community.
“Setting a new standard for brands in today's dynamic beauty landscape."
E.l.f. Beauty worked with its long term creative marketing and communications agency Shadow on the concept.
The e.l.f. x Jennifer Coolidge Dirty Pillows Lip Kit costs £25 and is available on elfcosmetics.co.uk.
E.l.f. Beauty has ramped up its brand exposure in 2023, having recently launched its first-ever UK-focused campaign.
It comprises a variety of out-of-home (OOH) advertising showing UK consumers using its products.
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