A TikTok Reality Show? e.l.f. Cosmetics Wants to Make 1 Winner Eyes. Lips. Famous.

The beauty brand once again teamed up with creative studio Movers+Shakers

Three winners are competing for a brand sponsorship, a $5,000 contract to represent e.l.f. on TikTok and one year’s worth of products. e.l.f. Cosmetics
Headshot of David Cohen

Beauty brand e.l.f. Cosmetics continues to push the envelope for what brands can do on TikTok with the video creation platform’s first-ever “reality show,” called Eyes. Lips. Famous.

“When you run the most famous TikTok campaign in history, the next question is: How do you outdo yourself?” quipped Evan Horowitz, co-founder and CEO of Movers+Shakers, the creative studio behind the beauty brand’s biggest projects with TikTok.

“We wanted to come up with something that is rooted in insight and disruption, and that has resonance with the TikTok community,” e.l.f. vice president of brand Gayitri Budhraja said. “How do we take this idea of empowering others and reimagine it for TikTok in a way that will work on the platform?”

TikTok users were asked to compete to appear in the show by following its account, @elfyeah, and creating and uploading public videos on why they should be chosen to be #eyeslipsfamous—including the hashtag and tagging the account.

Three of TikTok’s most prominent influencers—Avani Gregg, Madi Monroe and Seth O’Brien—helped judge the entries and choose three winners, who are currently competing for a brand sponsorship, a $5,000 contract to represent e.l.f. on TikTok and one year’s worth of products from the company.

Gregg, Monroe and O’Brien revealed the three winners via TikTok’s Duets feature.

e.l.f. Cosmetics

Available for viewing via @elfyeah, Eyes. Lips. Famous. chronicles the three winners attending a virtual beauty camp, where they receive advice, feedback and tips from the three influencers and other experts, as well as compete in weekly challenges from each influencer.

Other brands have been added to the mix, such as a challenge for the three competitors to “show off their Dunkin’-inspired looks” that kicked off Sept. 29, National Dunkin’ Day.

“Aligning with other brands that are doing well on the platform brings more eyes,” Budhraja said.

The final challenge is set to wrap Oct. 16, with TikTok community participation open through Oct. 23.

“This is the new TV for so many people. It’s almost like playing the lottery every time you make a video. It creates a culture of, ‘I want to put stuff out there; it could be a hit,'” Movers+Shakers co-founder and creative director Geoffrey Goldberg said.

Horowitz added: “So many people want to be TikTok famous.”

E.l.f. and Movers+Shakers are no strangers to innovating on TikTok, as we are roughly one year removed from TikTok challenge Eyes.Lips.Face, which is actually what the e.l.f. stands for.

“E.l.f. loves doing things new and different when it’s really a natural part of the conversation that’s already happening with its consumers,” Goldberg said.

Eyes.Lips.Face not only sparked a movement by other brands to focus on creating unique content and approaches to TikTok, but it also led to the full-length “title track” original music from the initiative surging to No. 4 on Spotify’s streaming charts and Republic Records deals for the artists behind the track, Ill Wayno and Holla FyeSixWun.

“Our entry into TikTok last year was definitely not by accident,” Budhraja said. “We followed the data and followed where Generation Z was playing. All of the campaigns we launched were built off insights and what we stand for as a brand.”

E.l.f. chief marketing officer Kory Marchisotto said in an interview with Adweek leading up to her participation in last month’s Brandweek Masters Live event, “While launching a campaign that garnered over 6 billion views is indeed thrilling, it’s what’s next that most excites me. What technologies are just around the bend? And how will we harness them to unleash more lightning in a bottle?”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.