Telenovela-Inspired Makeup Campaigns : Descubre e.l.f.ecto campaign

The ‘Descubre e.l.f.ecto’ campaign is making its debut in Mexico from e.l.f. Cosmetics as a new telenovela-inspired campaign that aims to captivate audiences with a series of drama-filled storylines.

The campaign, which translates to ‘discover the e.l.f. effect,’ focuses on a series of intriguing storylines, while also putting the brand’s commitment to inclusivity, accessibility and positivity in the spotlight. The campaign has already seen the first two episodes released via the brand’s social media accounts and features such products as the Camo Liquid Blush, Power Grip Primer, Glossy Lip Stain and the Brown Laminating Gel.

Chief Marketing Officer Kory Marchisotto spoke on the ‘Descubre e.l.f.ecto’ campaign saying, “At e.l.f., we’re not just launching a campaign; we’re introducing a new era of beauty in Mexico. Our telenovela-inspired approach isn’t just about drama—it’s about delivering the unexpected magic! We’re disrupting the notion that premium beauty is exclusive for the privileged few by making the best of beauty accessible to the happy many. ‘Descubre e.l.f.ecto’ is a culturally relevant and entertaining invitation to our community to experience high-quality beauty products without breaking the bank. We are rewriting the script of what affordable luxury can be.”