A Celebration of Quality Fueled by Community #NewsGerman

e.l.f. establishes a new standard of quality for the next generation of German makeup users with its “e.l.f. von zehn” campaign

OAKLAND, Calif., January 21, 2025–(BUSINESS WIRE)–e.l.f. Beauty is set to transform the beauty landscape in Germany with its “e.l.f. von zehn” campaign, built on the brand’s commitment to be a different kind of company that disrupts norms, shapes culture and connects communities. Through satirical ‘self-reflection’ of the community, e.l.f. is building trust by leveraging humor to communicate the real-life insights of its passionate community while upholding a shared value of premium quality.

The “e.l.f. von zehn” campaign, which translates to “11 out of 10”, celebrates the absurdly good quality of e.l.f.’s affordable and high-performing products. Drawing inspiration from its community’s strong affinity for reviews and ratings, e.l.f. blends humor with product testing, boldly redefining the boundaries of traditional quality reviews and ratings.

“Germans are obsessed with a good rating. True to form, the German community bestowed upon us “e.l.f. von zehn” – a rating that only e.l.f. can own.” said Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty. “‘e.l.f. von zehn’ embodies our connection to culture and community, harnessing the power of real people and translating it into e.l.f.ing entertaining content made for them, by them. By celebrating our community’s authentic perspectives through humor, we create a place of belonging that fosters positivity, inclusivity and accessibility for every eye, lip and face.”

“e.l.f. von zehn!” is rooted in e.l.f.’s unwavering dedication to innovation and a commitment to surprising and delighting its community with premium quality beauty products for every eye, lip and face. Through its compelling fusion of playfulness and quality, e.l.f. demonstrates the unmatched strength of its brand and the enduring loyalty of its ever-growing community.

In collaboration with creative agency 72andSunny, e.l.f. brings its “e.l.f. von zehn” campaign to life through a series of engaging multi-channel activations. A collection of humorous and entertaining 30-second spots stars actor Christopher Kouros (“Bridget Jones’s Diary”) as a zany scientist, taking real community reviews and conducting over-the-top experiments with e.l.f.’s must-have products, such as the Glow Reviver Lip Oil, Lash XTNDR Mascara, Power Grip Primer, and Halo Glow Liquid Filter.

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