e.l.f. Cosmetics - express your e.l.f.

e.l.f. Cosmetics invites you to live your bold truth by proudly expressing your e.l.f. in its first ever community-led brand campaign in the UK. To bring the e.l.f. acronym (eyes.lips.face.) to life in an irreverent, fun and cheeky way, e.l.f. turned to its community asking them “what does e.l.f. mean to you?” 

Their responses inspired the campaign. From “euphoric.luminous.fierce.” to “every.life.free.”, the campaign, created by Southpaw, celebrates the individuality of every eye, lip and face.