E.l.f. Hopes to Recreate Its Viral TikTok Success on Triller

Beauty brand dropped an entire Christmas album on the music video platform

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It’s been quite a year for e.l.f. Cosmetics.

The beauty brand maintained sales growth by remaining aggressive on both the marketing and product innovation fronts, even as a pandemic raged on, leading to struggles for the entire category.

But to close out 2020, e.l.f. took a cue from its 2019 playbook, ending with “a big music bang,” said the company’s CMO Kory Marchisotto, partnering with music video platform Triller.

It’s a similar move to one e.l.f. made at the end of 2019 with its trendsetting TikTok campaign.

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