e.l.f. Cosmetics drops ‘loudest’ mascara with Tierra Whack as frontwoman

By Becky Bargh 9-Aug-2021

In keeping with the brand’s affordable price point, the Big Mood launch is priced at just $7

e.l.f. Cosmetics, the affordable beauty label for eyes, lips and face, has launched its ‘loudest’ product to date with American singer Tierra Whack as its face.

The Big Mood mascara is said to produce high lift for lashes, achieving a ‘false lash effect’ that will not smudge.

Developed with a specifically shaped hourglass head, the sku builds volume while separating lashes.

Jojoba wax has been harnessed to hold lashes’ curls in place, while the creamy formula gives smooth application.

The new campaign for the affordable product – which is priced at just US$7 – stars the Unemployed singer applying the mascara to the tune of her latest song Walk The Beat, turning mundane moments into extraordinary ones.

“Everything we do is designed to inspire confidence and creativity,” said Kory Marchisotto, Chief Marketing Officer for the brand.

“With Big Mood, we’re being e.l.f.ing disruptive in the mascara category and transforming expectations for big, bold and beautiful lashes at an incredible price point.”

Speaking about the appointment of Whack, Patrick O’Keefe, VP Integrated Marketing and Communications at e.l.f. Beauty added: “Tierra connects with and inspires people through her music and creative executions.

“Tierra is a leader, and she brings joy to everything she does. We’re excited for this epic launch that will combine the energy, style and creativity of Tierra and Big Mood.”

To create more buzz around the launch, e.l.f. will enlist the help of TikTok influencers, a platform where e.l.f. is extremely successful.

The new Big Mood sku from e.l.f. joins its entourage of lash products that have hit shelves since its establishment in 2004.

To date, the brand has 14 mascaras and lash serums in its portfolio, each designed to achieve a different look with specially designed heads.

In keeping with its low price points, Big Mood is e.l.f.’s most expensive mascara, with others priced at £6 or below.

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Lash serums are available for £8.