e.l.f. - The Name on Everyone's Lips

Client: e.l.f. Cosmetics Agency: CAYA / Avantgarde Role: Concept & Copy

Introduce e.l.f. to the Dutch market in a way that would resonate with Gen Z - bold, inclusive, and undeniably fun. The campaign needed to be both high-energy and highly local, with experiential elements that felt scroll-stopping and shareable.

We launched a nationwide campaign built around two pillars: regional pop-ups and a flagship activation in Amsterdam. From bike repair beauty bars to influencer-filled photo ops, we made sure e.l.f. was on everyone's lips, literally and figuratively.

The campaign mixed playfulness with polish, bringing the brand’s "eyes, lips, face" identity to life through a series of high-impact, on-the-ground moments that put consumers at the centre.

I crafted the full creative narrative and activation voice, including: • Event naming and thematic framing (Stop ‘N Glow Beauty Bar) • Copy for onsite storytelling, wayfinding, and consumer interaction • Scriptwriting and social-ready messaging • Voice of the experience, tailored to Gen Z energy

• Combined functionality (bike repair) with beauty and content creation • Created brand love through unexpected interactions and IRL moments • Delivered a cohesive brand tone across formats and locations