SHADOW partners with longtime client E.L.F. BEAUTY to launch their first-ever, highly requested haircare collection. Across experiential, PR, and talent, SHADOW helped introduce the world to this entirely new line, and tbh, our hair has never looked better.

SHADOW worked with e.l.f to cast Peyton List (pictured right) and Yonna Jay (pictured left) for the campaign, who bravely trekked into the wild to spot Bigfoot with a buss down.

And it wouldn’t be a SHADOW launch without a party to match. The agency's experiential team transformed LightBox Studios NYC into e.l.f.’s hair headquarters, where over 100 guests, inclusive of media and influencers, got a sneak peek at the campaign, personalized hair clips by Arts Club, and sampled the complete collection.

To top off the experience, guests stepped into a hair-flip video experience that captured their confidence in slow-mo. And because subtle isn’t our thing, each video was shown on Target’s Times Square digital billboard, giving every guest their 10 seconds of e.l.f. fame. Our PR team drove beauty, lifestyle, and social-first outreach to give the moment maximum shine.

The result was a head-turning debut that proves e.l.f.’s newest chapter is giving mane character energy.

Image courtesy of SHADOW and E.L.F. BEAUTY