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Short-Form Viral Beauty Campaigns

e.l.f. Made an Original Song for Its Hashtag Challenge on TikTok

— December 6, 2019 — Pop Culture
e.l.f. Cosmetics makes affordable, cruelty-free products for the eyes, lips and face and created a hashtag challenge on TikTok to promote its offerings. While TikTok is full of popular songs, the cosmetics brand worked with the Movers+Shakers agency to create an original song—according to TikTok, this is the first time that a brand created original music to use for a campaign on the platform.

The 15-second song called Eyes.Lips.Face was composed by Grammy-award winning songwriter iLL Wayno and Holla FyeSixWun. Since the song's creation, over two million videos have been created on TikTok and tagged with #eyeslipsface. Among the users who participated in the hashtag challenge are celebrities like Reese Witherspoon, Jessica Alba and Terry Crews.

After the six-day hashtag challenge, a full-length version of Eyes.Lips.Face was released that can now be found online.

Image Credit: e.l.f. Cosmetics
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