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Last October, e.l.f. Cosmetics launched its first TikTok campaign as part of a rebranding effort and as a new way to reach its Gen Z audience. The brand worked with agency Movers+Shakers to create an original 15-second song—a first for a brand on the app, according to TikTok.
By the end of the year, dozens of celebrities, TikTok stars and everyday users had participated in the the “Eyes.Lips.Face.” campaign, which became the most viral campaign on the platform to date—a title e.l.f.
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