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e.l.f. Cosmetics · Coachella

e.l.f. wanted to launch Beauty Shield, an all-new skincare line powered with antioxidants and SPF to help protect your skin against environmental aggressors. DCLA provided the perfect testing ground.

Diverse group of individuals and posing for the camera during the Coachella Music Festival. They are all self expressive through their make-up and fashion choices. Their individuality shines through as they each pose in their own unique way.

e.l.f. wanted to launch Beauty Shield, an all-new skincare line powered with antioxidants and SPF to help protect your skin against environmental aggressors. DCLA provided the perfect testing ground.

Summer festival season was fast approaching and what better place to showcase the product benefits than the harsh desert conditions of Coachella where there’s a thin line between hot and hot mess. So we tapped a diverse group of beauty influencers to join e.l.f. for the exclusive first look as the brand’s special guests for the festival’s opening weekend.

The action-packed weekend was hosted at The Amado, an Instagram-worthy property in the heart of Palm Springs. Upon arrival, influencers checked into private units stocked with their favorite foods and e.l.f. products. Dinner that night was hosted by the VP of Brand, and the Global Artistic Director, who previewed Beauty Shield and gifted the yet-to launch products to our guests. Friday was spent poolside—and then the concert began.

Room drops and personalized gifts were provided as surprise & delight throughout. e.l.f. leveraged the weekend for PR meetings, social giveaways and a photo shoot for product and brand marketing assets that featured the influencers. Overall, the seasonally relevant conversation easily outperformed expectations for social reach and engagement on influencer and brand channels alike and received an exclusive in the Zoe Report with over a million visitors per month.

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