US – E.l.f. Cosmetics has partnered with TikTok on a song remix of ‘Eyes. Lips. Face.’, which was popular on the platform last autumn.
The song, originally written by songwriter iLL Wayno, has been reworked by Elf as ‘Eyes. Lips. Face. Safe.’, as a way of promoting the importance of personal hygiene during the coronavirus outbreak. In the video, singer Holla FyeSixWun washes her hands and sings about social distancing. With over 4.7 billion views, the video is intended to promote healthy practises in a fun and relatable way.
Created at a time when TikTok is experiencing particular success amid self-isolation, the collaboration will generate feelings of positivity towards E.l.f. Cosmetics – especially when many people are feeling overwhelmed by traditional news sources.
As we discuss with TikTok expert Alessandro Bogliari, the platform can effectively be used for values-based marketing, as well as individual self-expression.