GRAMMY Award-winning artist Meghan Trainor and e.l.f. Cosmetics have teamed up to launch a high-flying campaign for Cloud Skin, a limited-edition complexion bundle.
At the heart of the campaign is e.l.f.’s newest complexion product, the Halo Glow Powder Filter, a lightweight, buildable powder designed to blur imperfections and deliver a long-lasting, radiant matte finish.
Trainor, who is celebrating the 10th anniversary of her debut album "Title," shared her excitement about the campaign:
“e.l.f. always has a pulse on my favorite trends and is one step ahead of viral culture, so it feels amazing to come together again to disrupt norms and put me in the captain’s chair. I’m so happy to pilot this next collaboration to bring my favourite cruelty-free and vegan beauty to our communities!”
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Meanwhile, Patrick O’Keefe, e.l.f.’s chief integrated marketing officer, said that getting Trainor on board as the captain of e.l.f. Air is more than just a collaboration but about "redefining the boundaries of creativity and connection with our community."
“Meghan’s unparalleled charisma and creative vision perfectly embody the spirit of Cloud Skin: bold, transformative and effortlessly accessible.
Together, we’re not just creating a campaign; we’re charting a new course for beauty innovation that inspires and empowers everyone to glow their own way.”
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The campaign taps into the global soft matte makeup trend, with related hashtag views rising 168% year-over-year, according to Spate.
As part of the launch, e.l.f. also partnered with Uber to air the beauty ad in-app for riders en route to airports in the U.S. and U.K., seamlessly blending beauty with real-life moments.
The Cloud Skin Bundle, priced at $36, includes Trainor’s favorite complexion products and exclusive merchandise, available for purchase starting January 28, 2025.
Partnering with celebrities on a brand campaign can significantly enhance a company's visibility and credibility, as their star power not only attracts attention but also fosters an emotional connection with consumers, ultimately driving brand affinity and increasing sales.
Skin That's Cleared for Take-off
e.l.f. Cosmetics kicks off its 60-second spot with Trainor screaming in mock horror at the dreaded "cakey complexion."
"There will be no mother elfing cakes on this mother elfing plane," she declares, channeling her signature humor as she delivers a playful in-flight safety announcement aboard e.l.f. Air.
Trainor confidently strikes a pose and introduces herself as “your Captain, Meghan.”
When the passengers remain silent, she doubles down, hilariously shouting, “I’m your Captain, Meghan!”
The ad playfully showcases the Cloud Skin bundle, featuring the Halo Glow Liquid Filter, Halo Glow Powder Filter, Glow Reviver Lip Oil in Princess Cut, and a limited-edition Flying High Eye Mask.
Amid a backdrop of stormy turbulence, Trainor steadies herself before triumphantly announcing her “skin has been cleared for take-off” as the skies clear.
The spot wraps with Trainor applying gloss, zooming into a dreamy, cloudy horizon, and her cheekily asking in the background, “Does anyone know how to fly a plane?”
e.l.f. Cosmetics has been leveraging celebrity and influencer partnerships to create a broader reach for its brand campaigns.
Previously, e.l.f. partnered with actors Joey King and Lucien Laviscount for its “eyes. lips. face. fandom.” campaign.
