Consumer Brands
E.L.F. BEAUTY
e.l.f. Beauty x Alicia Keys | Keys Soulcare — Campaign Strategy & Creative Direction
OVERVIEW
e.l.f. Cosmetics is one of the fastest-growing beauty brands in the country — known for its accessibility, cultural relevance, and community-first approach. AHM was brought in to lead campaign strategy and creative direction for a key product launch cycle.
SERVICES
THE CHALLENGE
The brand needed to deepen its cultural resonance with a Gen Z and millennial audience while maintaining the accessibility that defines its identity. The campaign had to feel authentic, not aspirational — real, not polished.
OUR APPROACH
We led with culture. Our strategy team identified the intersection of beauty, identity, and self-expression that the audience actually cared about. Creative direction followed — building a campaign system that could live across paid, earned, and owned channels simultaneously.
THE RESULTS
2.1B
Campaign impressions
#1
Trending on TikTok at launch
47%
Lift in brand sentiment
3.8x
ROAS on paid media
The campaign didn't just perform — it became a cultural moment. That's what we came to AHM for.
— e.l.f. Cosmetics Marketing Team
SCOPE OF WORK
Strategy, creative direction, campaign architecture, influencer strategy, paid media planning, and production oversight across all campaign deliverables.
MONETIZATION & BUSINESS IMPACT
BUSINESS ASSET CREATED
A comprehensive digital brand identity and content system for e.l.f. Beauty — including campaign assets, social content, and editorial photography that supported both brand awareness and retail conversion.
AUDIENCE DEVELOPED
CUSTOMER BEHAVIOR INFLUENCED
Strengthened consumer connection between e.l.f.'s accessible price point and premium brand experience — reinforcing purchase decisions at retail and online by elevating perceived brand value.
REVENUE OPPORTUNITY
Retail and e-commerce sales supported by campaign content designed to drive product discovery, trial, and repeat purchase across mass-market and specialty beauty retail channels.
MONETIZATION INFRASTRUCTURE
A scalable content production system for e.l.f. Beauty campaigns — with repeatable creative frameworks, brand voice guidelines, and visual templates applicable across product lines and seasonal launches.
LONG-TERM VALUE
Brand equity built through consistent, high-quality storytelling that reinforces e.l.f.'s position as a premium-quality, accessible beauty brand — with content assets that continue to support retail partnerships and digital marketing.
NEXT PROJECT