Elf Cosmetics

E.L.F. Cosmetics built a successful brand with cruelty-free products, affordable pricing, and minimalistic packaging. However, the company known for sunny-sounding products like Halo Glow Highlighter has turned to the dark side.  And, it is all due to the makeup manufacturer’s latest, unorthodox collaboration… 

E.L.F. Cosmetics Joins Forces with the Most HARDCORE Water on the Market

Yes, it’s true. E.L.F Cosmetics has partnered with the Liquid Death water brand. 

While it may sound odd for a makeup brand to work with a consumable product, E.L.F. fans are used to it. The company famously released a Chpotle-themed eyeshadow palette in 2021. 

Nevertheless, even E.L.F. diehards had trouble knowing what to make of this niche release with Liquid Death… 

IT WAS A CORPSE PAINT MAKEUP KIT IN A COFFIN BOX. 

Corpse paint is a full-face paint style of makeup popular in the Death Metal music genre. A style that is not everyone’s cup of tea  — to put it mildly. 

The cosmetics company’s core audience was confused. And metal lovers felt mocked. Something not helped by the promotional video for the product… 

Perhaps E.L.F. is emboldened by its partnership with Liquid Death — which has used the blood of its brand ambassadors as marketing. 

Regardless of what consumers are saying, they are still buying… 

Divisive Marketing That’s Making a KILLING 

If at this point you were considering grabbing the E.L.F. x Liquid Death kit for yourself, you’re out of luck… 

The cosmetics-filled coffin is completely sold out. Further, resellers are marking it up three times the original retail price! 

The takeaway from E.L.F Cosmetics foray into something out of the ordinary for the brand is this… 

Sometimes doing unconventional things pays off — in dollars and cents. 

Take risks and be great.

— GCTV Staff

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