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e.l.f. Beauty Campaign: Key Findings
- e.l.f. Beauty’s “The Sound of Kindness” campaign uses immersive audio to encourage positive social interactions and mindful engagement online.
- Each brand’s hero soundscape highlights the power of emotional connection, showing how audio can deepen narrative impact and differentiate product experiences.
- Roblox activations, Twitch livestreams, and social-first content extend the idea across platforms, proving that coordinated, cross-channel engagement can amplify both reach and cultural relevance.
e.l.f. Beauty is showing how sound can shape online experiences.
The brand just launched "The Sound of Kindness," a World Kindness Day campaign that encourages users to engage in more positive social interactions.
In collaboration with Beekman 1802 and Kindness.org, the initiative transforms ordinary moments into opportunities for reflection and connection.
@naturium Take a moment to pause and soak in the soothing sounds of kindness! Did you know that sounds like the calming ritual of washing your face can reduce stress and boost positivity? 🫧 We’re proud to collaborate with @elfyeah, @wellpeople, @keyssoulcare, @rhode, and @beekman1802 on this meaningful campaign inspired by research from @kindness.org ♬ original sound - Naturium
In using sound as a central storytelling tool, the campaign demonstrates how brands can be creative and impactful to drive engagement and wellness simultaneously.
“Kindness isn’t just a feeling – it’s a force. It changes our chemistry, rewires our thinking, and strengthens our communities,” said Kory Marchisotto, CMO of e.l.f. Beauty.
“We created ‘The Sound of Kindness’ with Kindness.org and Beekman 1802 to highlight the power of force-multiplying with kindred spirits, aspiring to create an algorithm that is more positive, inclusive, and accessible.
It’s a small ask with a big impact.”
Meanwhile, TikTok Global Head of Business Marketing & Commercial Partnerships Sofia Hernandez highlighted the platform’s role in spreading sound-based content.
“Sound is such a core part of the TikTok experience, uniting a global community through creativity, expression, and joy.
By engaging with sounds and songs, creators transform everyday moments into cultural touchpoints that inspire connection and celebration.”
ASMR for the Soul
Each brand across e.l.f. Beauty’s portfolio created unique soundscapes that combine product experiences with mindful audio.
These include:
- e.l.f. Cosmetics
- e.l.f. SKIN
- Well People
- Keys Soulcare
- Naturium
- rhode
@elfyeah this is your sign to pause, listen, and relax this #WorldKindnessDay 🫶 did you know natural sounds can actually lower stress and boost positive vibes ☺️ we’re proud to collaborate with @Beekman 1802 , @Well People , @Keys Soulcare , @Naturium , and @rhode skin on this meaningful campaign inspired by research from @Kindness.org 💛 what sounds inspire kindness for you 👀 #elfcosmetics#eyeslipsface#makeupasmr#soundbath♬ original sound - e.l.f. Cosmetics
From soothing ASMR that encourages relaxation to natural melodies that reinforce self-care, these activations connect products to wellness in a tangible way.
Beekman 1802 spotlighted playful baby goats, while Kindness.org paired instrumental tracks with scenes of simple human connection, making small acts of kindness visible and shareable.
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Apart from the sound-centered social posts, e.l.f. and Beekman 1802 created an interactive “Kind Farm” within the Roblox world.
Here, players can discover cute hidden animals, explore kindness-inspired environments, and share these experiences online.
A Twitch livestream also took place last November 13, featuring Dr. Brent Ridge, Dr. Oliver Scott Curry, and sound therapist Adrian DiMatteo.
Overall, their efforts demonstrate how sound affects emotion and create a community-focused e.l.f. Beauty soundscape in real time.
What We Can Learn from e.l.f. Beauty’s Sound Activation
e.l.f. Beauty provides a strong example of how to leverage the senses and create social impact through activations and media engagement.
Key takeaways include:
- Interactive, game-based experiences like Roblox activations deepen user engagement beyond social content.
- Aligning products with sensory storytelling lets the brand align with its products' emotional benefits for consumers.
- Coordinating across digital, social, and experiential spaces strengthens campaign consistency, echoing similar efforts by Dove and Sephora.
It's not the first time e.l.f. played into senses and consumer emotion to promote their products.
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Earlier this month, e.l.f. Skin launched a new serum that taps into the Gen Z slang "face card," leaning into the generation's language and sense of humor to better connect with the audience.
Our Take: Can Sound Influence Online Culture?
We're intrigued by how this campaign uses audio to create shared moments in an otherwise visually dominated social world.
e.l.f. Beauty just proved that sound can be both a brand differentiator and a tool for social good.
On top of that, the Roblox and Twitch activations make the experience playful yet meaningful.
It’s a reminder that campaigns grounded in brand values can resonate on multiple levels, from product storytelling to social responsibility.
Manscaped launched its own cheeky social activation, celebrating "Grey Sweatpants Season."
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