e.l.f. Cosmetics just gave a $7 blush stick a part in its Halloween efforts.
The beauty brand just launched its new "e.l.f.ing Magical Sisters" campaign as October creeps in.
It features Priah Ferguson of "Stranger Things," Keyla Monterroso Mejia of "The Studio," and Bebe Wood of "Mean Girls" (2024) as three witches selling the brand's Soft Glam Cream Blush & Bronzer Sticks.
"'The e.l.f.ing Magical Sisters' delivers the disruptive, laugh-out-loud entertainment e.l.f. is known for," said Oshiya Savur, CMO of e.l.f. Brands.
"Spooky season is a cultural moment for every eye, lip, and face to join."
e.l.f. Made, the brand's entertainment arm, conceptualized the spot in-house.
More notably, SNL head writer Anna Drezen wrote the script in partnership with the brand, and Hannah Levy of Hungryman Productions directed.
Inside the Coven
The short follows the three modern-day witches inside a mansion.
Sitting in a circle, they start to question how they were able to achieve three different looks with the same Bronzer Stick.
This is the moment they realize they're witches, and the rest of the ad plays out like a 2000s sitcom-styled introduction.
Viewers are then treated to comedic banter between the sisters and their mom, as well as with a delivery man they threaten before finding out he was gay.
All in all, the spot shows us that glam and looking snatched need no powers; just a Soft Glam Cream Blush & Bronzer Stick.
The spot runs on YouTube, TikTok, and Instagram, keeping the brand voice in the hands of e.l.f. from script to feed.
The makeup sticks contain 2% shea butter and 1% sunflower seed oil, and e.l.f. says 50% of purchasers are new to the brand.
They sell for $7 (£7) at elfcosmetics.com, Ulta, Target, Walmart, Boots, Superdrug, and Amazon.
A Costume Trend Meets a $7 Stick
Halloween is seeing record numbers this year.
The National Retail Federation expects U.S. Halloween spending to reach $13.5 billion this year, up from $13.1 billion in 2025.
Witch is the top adult costume, with 4.8 million adultsplanning to wear one.
With witches having a moment, e.l.f.'s comedic campaign lands where that demand already sits.
Core lessons emerge for marketers with seasonal products:
- Release when the theme peaks: Shoppers hunting for witch costumes in September are ready to dress as one with e.l.f. in October.
- Hire seasoned writers for product stories: A sketch veteran gives a blush stick the pacing of entertainment people choose to watch.
- Keep the price in view: NRF says consumers are approaching the season with affordability in mind, and a $7 product fits that mood.
Much like the recent effort, the company has built its entertainment lane with music, live events, and promotional concepts that delve into pop culture.
Recently, the brand released the "Mirror Mix" album with seven independent artists and brought a 10-foot pickle jar to the Minnesota State Fair in August.
A scripted comedy short with a sketch writer adds a new format to that mix.
Our Take: Can a Halloween Punchline Sell Blush in November?
A spooky shtick will only get attention the moment the campaign drops up until Halloween, while a blush stick sits on shelves all year.
But maybe the point of the ad isn't just to sell a witchy look, but to show the versatility of e.l.f.'s products and the various looks you can achieve with it.
How it helps you look like a witch is just a bonus.
We also think e.l.f. made the right call by hiring a comedy writer, because while product demos get skipped, a solid story with three stars as witches gives the ad a replay factor.
And even once the season's up, we would like to see what e.l.f. can do with the sisters before the year ends.
Building entertainment that sells takes writers, directors, and production partners who can hold a joke together from script to shelf.
Explore these top agencies experienced in helping brands keep ambition high while execution stays grounded.
