Cruelty-free cosmetics brand e.l.f. Cosmetics has placed pets in the spotlight of its latest campaign as it explores a new type of AI.
The AI: Animal Intelligence campaign features some of social media’s biggest ‘petfluencers’ to help spread awareness of the brand and highlight the influence pets have on lives.
The PETA and Leaping Bunny-certified brand has called on Luna the Mini Cockapoo, Venus the Two-Faced Car and parrot enthusiast Blue Planet Pets in a series of videos that sees ‘AI’ (Animal Intelligence) answer questions surrounding the brand’s cruelty-free range.
The e.l.f. Beauty-owned brand is also continuing its support of US national animal welfare organisation Best Friends Animal Society through a US$25,000 donation to celebrate the campaign.
Patrick O’Keefe, Chief Integrated Marketing Officer for e.l.f Beauty, said: “As a lifelong pet lover, this campaign is especially close to my heart.
“At e.l.f., we know how deeply our community values our products being vegan and cruelty-free.
“These superpowers are part of who we are and what we stand for.”
Launching across TikTok, Instagram and e.l.f. Beauty Squad for one week, the campaign is just the start of pet-led content for the cosmetics giant.
“With this launch, we wanted to surprise and delight the community while emphasising our shared passion for pets,” said O’Keefe.
“By reframing AI as Animal Intelligence, we’re showing up with purpose, fun and positivity.”
US-based fans of the brand have the opportunity to win “treats” by submitting an image of their pet to the “Paw Squad” between 2-8 October.
Prizes range from prize packs from pet food and supplies company Chewy to seeing your pet as part of an e.l.f. Cosmetics marketing campaign.
Full terms and conditions can be found on elfcosmetics.com