e.l.f.

THE OVERVIEW

e.l.f. launched the first AI color analysis tool with Pinterest integration, turning a selfie into personalized beauty discovery. Users found their color season, then explored curated recommendations through Pinterest. The launch connected the digital experience with creators, social storytelling, PR and live makeup events, and earned features in Bustle, POPSUGAR, The Cut, InStyle, People and Adweek.

THE STRATEGY

Give the tool a clear role in the customer journey, then build multiple ways to discover it. Six creator partnerships extended the launch across three channels, supported by tailored owned social, product bundles, email, New York events and Cannes exposure.

MY ROLE

SVP, Creative Production & Influencer Partnerships · Movement Strategy

Partnered with the Design Director to oversee the website, AI experience and tool launch, alongside production and creator-work oversight.