e.l.f. uses 'Sinfluencer' to call out skin sinners in new campaign

In a world where everyone's moral compass points in a unique direction, the line between right and wrong is blurry at best.

While one of your friends would NEVER put through an avocado as an onion in the self-checkout, another does it regularly.

It can be hard to know where you stand.

But in e.l.f. SKIN's new campaign, they're telling us: there are some lines you should never cross.

The campaign, called 'Divine Skintervention,' is fronted by this video featuring Megan Slater. In the video, she stars as a 'Sinfluencer'.

(Side note--I expect no less than these play-on-word terms from the company that regularly uses the hashtag #elfingamazing.)

But wait, what's a Sinfluencer?

Well, she's a glammed-up, devilish figure in a tight red dress. And she wants you to commit Skin Sins. So in the video, she tries to coax three innocent skincare users into doing the dirty.

Not washing off makeup before bed.

Using bar soap instead of cleanser.

Overpaying for fancy beauty products that don't work.

It's truly terrifying stuff, in a funny way, of course.

Because the whole advertisement is tongue-in-cheek.

The humour brought to the Skinfluencer character by comedian and actor Megan Slater tells us it's all fun and games.

She plays the part of 'devil on your shoulder' with a playfully obnoxious tone. So we love her, and we don't trust her at all.

The fact that the brand has used this characterisation means viewers know e.l.f. aren't actually shaming us for our beauty sins. Instead, they're showing us they understand.

Because, as e.l.f. Beauty’s CMO, Kory Marchisotto, said herself, 'We’ve all committed skincare sins—and there’s no e.l.f.ing shame in that! We’re just here to rescue the community from making more of them.'

This campaign's message is clear. The whole ethos behind e.l.f. products is to make life easier for us beauty-transgressing sinners.

Because, at the end of the video, we see a case of Divine Skintervention. Each would-be Skin Sinner finds the magic potion that defeats the coaxing Skinfluencer. And low and behold, it's e.l.f.'s new Holy Hydration skin range.

These products remove the temptation of treating your skin badly because they're easy, effective, and affordable. So there's no longer a need to Skin Sin in the first place!

Through this genuinely humourous ad, e.l.f. SKIN sells their product in a uniquely engaging way.

But the campaign doesn't stop there.

Because e.l.f. SKIN is encouraging their US and UK community to share their real Skin Sins via a specialised online quiz. These confessions will fuel their Divine Skintervention campaign that will span television, social media, and OOH advertising.

By opening up with conversation around these beauty sins, e.l.f. SKIN has broken away from traditional beauty marketing that shames customers for their questionable choices. Instead, the brand is actually engaging consumers by asking them to share personal stories.

Pretty good, huh?

Essentially, this campaign is a lesson in knowing your customer.

Because while the idea could appeal to many generations, it's completely Gen Z-coded. And it's meant to be that way.

The brand has utilised current trends with the brilliant use of the term 'girly' and the LED face mask in the video. They've hired a comedy influencer popular with Gen Z audiences. And they've encouraged authentic online consumer engagement.

Plus, we know how much Gen Z loves to tell us their deepest, darkest secrets over the internet.

So, keep Divine Intervention in mind when you're planning your next marketing campaign, because I, for one, have already watched the advertisement 7 times.

That's how much it appeals to this Gen Z girly.

-Maggie, Copywriter

🎥 Check out how we covered e.l.f. SKIN’s 'Divine Skintervention' → Why e.l.f. SKIN’s 'Divine Skintervention' Is the Funniest Skincare Campaign of the Year