Always an early adopter of cultural trends, e.l.f. Cosmetics was among the first brands to enter the NFT chat.
We coined the term “Crypto Cosmetics” and launched our first collection, featuring e.l.f.’s holy grail products... dipped in digital gold.
The N.e.l.f.Ts sold out in 9 minutes!
BRAND CHALLENGE
e.l.f. hangs out on the cutting edge of culture, engaging its consumers where they spend time.
We’re always on the search for relevant cultural trends that could amplify e.l.f.’s brand values, make headlines, and expand the e.l.f. community.
CREATIVE SOLUTION
We recognized the emergence of NFTs as a new opportunity to engage e.l.f.’s fans, and garner buzz and headlines.
Introducing N.e.l.f.Ts: the first “Crypto Cosmetics” collection. We coined and trademarked the phrase “Crypto Cosmetics,” seeing the opportunity for e.l.f. to lead in this space.
We took three of e.l.f.’s most beloved products, and dipped them in digital gold to create NFT collectibles.
Given e.l.f.’s commitment to accessibility, we partnered with Bitski, a platform that allows anyone with a credit card to buy NFTs… while Bitski handles the Ethereum for you. We also engaged Aerial to offset our carbon footprint, in line with e.l.f.’s commitment to sustainability.
The N.e.l.f.Ts dropped on Friday, June 18th at 11am, and sold out in 9 minutes, garnering headlines.
Check out some of the videos that supported the launch
