E.l.f. Cosmetics:
Descubre E.l.f.ecto
Global brand launch in Mexico
For the launch of the international brand, E.l.f. Cosmetics at Sephora Mexico,
we created the most dramatic e.l.f.enovelas possible.
Introducing descubre e.l.f.ecto (discover the e.l.f.effect)—an telenovela-inspired beauty saga.
This campaign isn’t just about makeup—it’s about rewriting the beauty script, making quality cosmetics
accessible to everyone while also giving the classic telenovela a social-first, vertical glow-up
And to bridge it even better? We teamed up with Mexican telenovela comedians as well as fan-favorite
influencers to make this campaign as hilarious as it is stunning.
The creative will not only live on e.l.f.'s channels, but it’s also part of a massive Sephora Mexico takeover,
including an extensive digital and printed OOH activation all across Mexico City.
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Credits
Agency: 72 and Sunny Amsterdam
Director: Sergio Granados
Photographer: Rafa Salsas
Team: Simone Moessinger, Armando Potter,
Masaya Kochi, Carolina, Vazquez, Silvia Lacayo,
Bethany Papenbrock, Camila Trapasso
Production: Lovster