e.l.f. Launches New Campaign for Its Soft Glam Satin Foundation

e.l.f. Cosmetics launched a bold new awareness campaign, “Unglammy Valley,” featuring actress Sarah Waisglass and highlighting its Soft Glam Satin Foundation. 

A playful e.l.f. twist on the “uncanny valley” phenomenon, the campaign brings horror and humor to an all-too-relatable beauty nightmare: a foundation base gone wrong. 

Oshiya Savur, Chief Marketing Officer of e.l.f. Brands, commented:

“Finding the right foundation is a universal struggle. Understanding undertones, finding the right shade, the right coverage, the right formula – a true nightmare. Our community voiced all of these concerns, and we decided to put the e.l.f. twist on this beauty horror. Our community essentially handed us this idea, so we took their very real foundation fears and turned it on its head in the kind of over-the-top humor e.l.f. is known for. Through this campaign and our partnership with Alta, we are amplifying our award-winning Soft Glam Satin Foundation in a big way and helping people find their perfect match without the jump scares.”

Waisglass serves her quick wit and relatable charm in a campaign that gives a jump-scare moment to choosing the wrong foundation. The big plot twist is what e.l.f. Cosmetics’ Soft Glam Satin Foundation, a medium-buildable coverage foundation, does to save the otherwise disastrous day. 

e.l.f. Cosmetics is also teaming up with Alta, TIME’s Best Invention-winning AI-powered virtual closet, as the first-ever beauty brand on the platform. 

e.l.f.’s Soft Glam collection will be available to the Alta community, where they can keep track of their beauty routine the same way they track their wardrobe. Alta members play inside their digital closets, using Alta avatars to plan their vacation wardrobes, their workwear and their special event looks. 

Available in 36 shades, e.l.f. Cosmetics’ Soft Glam Foundation formula is designed to deliver soft, natural-looking skin with a subtle glow and satin finish. Infused with 1% Hydrating Hibiscus Complex, plus guava, blueberry, and goji berry extracts, it hydrates without clogging pores.

The campaign launches with a full 360 amplification across TVC in the US, streaming/OTT, YouTube, and across social channels, alongside influencer extensions and immersive activations. The campaign will run in the US, Canada, the UK, and Germany.