e.l.f. von zehn
e.l.f. Beauty 2025
G-Beauty just got a new rating scale, and only absurdly good makeup from E.L.F. can own it: A smooth 11 out of 10! 🔥💄 hashtag#glatte11von10
Knowing how valuable a positive product review is in Germany, we hired a very serious guy in a white lab coat to test real Germans' reviews of E.L.F. BEAUTY's bestsellers. The verdict? They're worthy of a new measurement scale: E.l.f. von zehn ("11 out of 10" in German).
What started as Germany-specific work became a global campaign thanks to a sticky-as-e.l.f.-primer idea, an absurdly catchy jingle, and fearless client partners.
credit: concept, writer, social lead, make-up styling
Sociable
We decided early on that everything in this campaign had to be stupid and it had to feel part of our community’s feed. It took us to a really fun place on set.
But more than that, by replying to our audience’s actual thoughts on the products, we kept the conversation going and made it a sociable, not just social campaign.
We made four absurd films to celebrate the hero products
