e.l.f. Cosmetics
O FACE Lip Launch
Meredith Duxbury
Client
e.l.f. Cosmetics has been taking over the beauty industry with high end products that cost just a fraction of the price of competitors. This project centered on the launch of their most luxurious lipstick yet. We were tasked with creating a buzzy original sound on TikTok that shows off the unique product benefits and the exceptional quality you get for just 9 dollars while nodding to the raunchy shade names.
My Role
I worked with a writer to create a TikTok-native product launch for the lipstick line. We concepted a lip-choreography routine that Meredith Duxbury would perform and we worked with a music artist to create a branded sound on TikTok that users could adopt on the platform. After the launch we extended the assets into a lyric video for Youtube, banner ads, and IG posts.
I worked on
✦ Ideation
✦ Moodboards
✦ Briefing Talent
✦ Story Boards
✦ Design
Team:
Writer ✏︎ Rylee Maron
Creative Director ✧ Katherine Auguston
Talent ☆ Meredith Duxbury
Agency ▷ Movers + Shakers
O FACE Launch
We were tasked with launching the new O Face Lipstick collection on Tiktok while nodding to the perfect one swipe application and naughty shade names.
We worked with a music artist to create a branded song called “Lip Positions” that captured the brands energy and attitude with lyrics that included several shade names. We supplied Meredith Duxbury storyboard of lip moves which informed the final creative.
across platforms
182k
3642
6637
We handpicked a wide range of diverse creators who ooze that confident, cool attitude that fits e.l.f.’s brand to take on the lip choreography and make their own versions of the dance.
The catchy routine inspired many more users to jump on the trend.
Lyric Video
Moodboard
Design System
Font
The only font used in this video is Futura Bold in white. This ensures legibility on every lyric while adhering to e.l.f brand guidelines.
Color Palette
We intentionally used black and white as the main two colors, with a cool toned pink that highlights each word in sync with the lyrics. This keeps it cohesive, legible, and allows the lipstick shades to stand out against the simple color palette.
Shade Names
Shade names are hand drawn to mimic writing in lipstick and colored in the actual lip shade.
This makes them stand out so the viewer recognizes that certain lyrics are product names.
Graphic Treatment
Footage and stills are treated with a slight color overlay to make each piece of footage feel like matching assets. This was done to create a cohesive feel since we used many different photos and videos of Meredith to make this video come to life.
The use of stop motion makes the piece feel edgy, playful, and gives it a unique scrapbook feel. Moving texture in the background adds the feel of movement to still images.
