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e.l.f. is riding on the hype of the Paris Summer Olympics, but maybe not in the way consumers would expect.
Made together with agency Movers+Shakers, the renowned beauty brand is treating what it dubs the "Hot Girl Walk" like an Olympic sport, as contestants test their abilities to become the champion.
In true sports TV fashion, the fictional competition also features "Eyes. Lips. Face. Sports Network" (E.L.F.SN) analysts, which include actor Patrick Warburton and three-time gymnastics gold medalist Gabby Douglas behind the mic to provide exciting commentary.
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e.l.f. Beauty Chief Brand Officer Laurie Lam spoke about the campaign, explaining that its genesis is "two-fold."
"First, there was an insight that our community, and even our e.l.f. employees, are gripped by group walks. And second, our community is raving about the incredible makeup-gripping and staying power of Power Grip Dewy Setting Spray,” she said in a statement.
Apart from the supercharged comedic spot, the cosmetics giant will also hold real-life "Hot Girl Walk" events in Miami this August. Additionally, campaign efforts will be pushed by a Snapchat lens that users can interact with.
e.l.f is widely known for tapping into current trends and utilizing influencer marketing to attract younger audiences, particularly among the Gen Z demographic.
@elfyeah shake, spray, strut, and slay with Hot Girl Walk® CEO Mia Lind and her fav e.l.f.ing holy grails 💗 @Mia- Hot Girl Walk® #elfcosmetics#elfpartner#eyeslipsface#walkwithelf♬ original sound - e.l.f. Cosmetics
According to research, almost 40% of Gen Z prefers TikTok search to Google, which shows how the platform has evolved past the role of an entertainment platform.
Brands, like e.l.f., that leverage trends and influencer marketing can no longer avoid TikTok as a potential channel.
The "hot girl walk" was a trend founded by Mia Lind in 2020, debuting it on TikTok in 2021.
The trend was born out of Lind's passion for both physical fitness and female empowerment, eventually taking over "For You" pages by storm.
The trendsetter herself makes a quick cameo in this latest e.l.f. spot.
Who Will Win?
The "Hot Girl Walk Championships" spot kicks off with a broadcast from E.L.F.SN, introducing audiences to commentators Douglas and Warburton.
We then get a glimpse of the three contestants, as the gold medalist asks, "Can their full beats take the heat?"
Actress Elizabeth Yu, who stars as Azula in Netflix's "Avatar the Last Airbender" series, is the first contestant. Her participation marks her 587th time using e.l.f.'s Power Grip Dewy Setting Spray.
Angela Carlson is the second contestant, and she'd do just about anything for "10K steps."
The last contestant, Johnny Johnson, is the odd one out, being the only man and "hot guy walker" of the competition.
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The three then go toe-to-toe on the park runway, with Yu radiating a glow and outshining the other contestants.
"This is how you show up to a Hot Girl Walk, Patrick. She's got a strong grip on the lead and her dewy look," Douglas tells her co-host.
Viewers then meet the judges, who are revealed to be none other than Lind herself sitting by a park bench.
While everything seems to be going well for Yu, she faces several challenges, including an interaction with her crush and leaves blowing in her face.
However, Yu manages to "slay" with a photo finish, beating the others' hot girl walks.
"She killed that, no cap," Warburton hilariously quips as the spot comes to an end.
Previously, the cosmetics brand teamed up with tennis legend Billie Jean King on a campaign that fights to put more women on company boards.
Editing by Katherine 'Makkie' Maclang
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