The Self Tour

The self tour is a series of one-day pop-up events aimed at empowering teens to explore their identity through self-expression using makeup, art, and other creative techniques.

Insights

e.l.f. is passionate about inclusivity but lacks in-person engagement with consumers. On Reddit and TikTok, consumers discuss the brand’s identity, image, and inclusivity efforts - why not let them engage in real life?

Poppi World case study: CPG brands are often confined to the limitations of shelf interactions; however, the new soda brand is activating its consumers through in-person events and engagement opportunities, disrupting CPG marketing norms.

Strategy

Learn from other brands’ successes and failures to continue disrupting the beauty industry with powerful brand marketing and consumer alignment. Create an in-person opportunity for consumers to interact with the brand and influence the cultural discourse.

Impact

Increased ideological alignment with e.l.f., increased engagement metrics across social platforms, increased product consumption, and increased organic media/content across platforms.