How We Make Product Stories Interesting for Day-To-Day Social

Sep 10

How do you tell your product story in 200 different ways? That’s what it takes to win on organic social over the course of a year.

If you lack variety, you sound like an annoying advertiser, a broken record of your product claim. With creative variety, you are an entertainment powerhouse … that sells a lot of product.

Over the past seven years with e.l.f., we’ve gotten super creative in bringing their stories to life in hyper-engaging ways.

Take their best-seller Power Grip Primer, famous for its super sticky gel formula that locks makeup in place all day. Here’s four very different ways we’ve brought the product benefit to life.

1. Culture-Driven

From sticky TV dating to sticky cosmetics

When Love Island had everyone talking, we didn't sit on the sidelines. We translated a villa inside joke into a product challenge: can the Power Grip Primer help this couple stick together? By tapping into a cultural obsession, we turn a product demo into can’t-miss social.

2. The Value Story

How many affordable products can stick to your hand?

e.l.f. built its icon status on premium-quality beauty at accessible prices for every eye, lip, and face. To bring that value story to life visually, we stacked a full routine of sub-$10 e.l.f. products directly onto a sticky hand prepped with Power Grip Primer. It's high-stakes proof of both formula hold and unbeatable value.

3. Partnerships

Surreally sticky jumbo soccer balls

To announce e.l.f. as the first official makeup and skincare partner of the NWSL, we leveraged Gen AI to generate a surreal, hyper-sized Power Grip tube on the field catching sticky soccer balls mid-air. It bridged beauty and women’s sports through a bold visual metaphor that immediately hooked viewers.

4. Sensory Play

Up close and sticky

To highlight Power Grip's iconic sticky formula, we leaned into social media’s obsession with sensory play & texture close-ups by creating a custom Power Grip-inspired slime. It transformed the product into a visual experience that felt completely native to the feed.