E.L.F. debuts influencer-designed “Modern Metals” collection
E.L.F. Beauty has announced the launch of its new Modern Metals collection, a cosmetics capsule designed in collaboration with five micro-influencers from the company’s Beautyscape event held in New Orleans earlier this year.
The Modern Metals collection, which includes eyeshadow, blush, highlighter, liquid matte lipstick and lip gloss, is inspired by the colors found throughout New Orleans. As with E.L.F.'s other products, the new capsule is entirely cruelty-free and vegan. Prices range from $6-$12.
The new line of cosmetics is available for purchase now at E.L.F. Cosmetics stores and on elfcosmetics.com. The collection will launch on Ulta.com on September 28, and in Ulta stores next month.
During e.l.f.'s New Orleans Beautyscape event, the makeup company divided 20 up-and-coming influencers into teams to determine who could come up with the best idea for a product line. The winning team – made up of influencers Leslie Alvarado, Yuri Antillon, Kathlyn Celeste, Irash Javed, and Mia Randria – was selected for their Modern Metals concept, which evolved into the new collection.
While big-name, celebrity collaborators and brand ambassadors draw wide consumer crowds, E.L.F.'s social media strategy capitalizes on the highly-engaged smaller audiences of several micro-influencers, who view the creators of Modern Metals as more trustworthy and qualified when it comes to cosmetics.
The New York City-based company, which first came to prominence for its affordable products, recently raised concern from activist investor Marathon Partners Equity Management, who advised the company to sell itself or refocus on its core operations and cut costs earlier this month.
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