e.l.f. Cosmetics reaches 1 billion views on TikTok for a second time

By Sarah Parsons | 29-Jul-2020

The viral marketing challenge #elfmagicact by e.l.f. beauty has been a hit on the social media platform

Affordable beauty brand e.l.f. Cosmetics' latest TikTok marketing campaign has been a viral hit, earning more than one billion views in three days.

The US company was inspired by a popular transformation trend on the social platform, where users edit videos to create a quick-change make-up look, for its #elfMagicAct challenge.

Consumers were asked to share their best digital transformations using the Poreless Putty Primer and the brand's original song 'Magic Act' by M. Maggie.

The vegan brand also teamed up with influencers @Laurengoodwin, @Itsjustaba and @Benjikrol to kick off the challenge.


imma magician 😎 @elfyeah ##ElfMagicAct ##elfambassador ##ad

♬ Magic Act (e.l.f.) feat Poreless Putty - M. Maggie, Tie Hixton

Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, said that the brand has "always been a digital disrupter".

"That renegade spirit and quest for new frontiers is in our roots, and with TikTok, we are proud to develop innovative content and a form of (s)e.l.f. expression that our audience loves."

It is the second TikTok campaign by the brand to reach one billion views on the platform.

The first, #eyeslipsface, now has six billion views and saw TikTok users promoting healthy hand-washing and greeting techniques to prevent the spread of Covid-19.

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