Make-up has all the time been a car for music video storytelling. Assume again to David Bowie’s futuristic blue eyeshadow in “Life On Mars?”, Beyoncé’s polished glam in “Maintain Up” (full with the yellow gown), or, effectively, any Girl Gaga look. Not often, although, does a magnificence model itself take the reins for creating each a tune and a video. However to utterly perceive why the e.l.f. “Eyes. Lips. Face.” music video — sure, that e.l.f. Cosmetics — dropped Dec. 16, you could rewind the clock.
All the way in which again to October, to be precise. The iLL Wayno and Holla FyeSixWun tune, aptly titled “Eyes. Lips. Face.”, was initially part of the model’s #EyesLipsFace TikTok problem — aka a branded marketing campaign that flourished on the music-meets-video social media app because of 2.eight million user-generated clips. And since so many individuals (together with Ellen DeGeneres and Terry Crews) have been creating movies with a pattern of the tune, the tune itself rapidly skyrocketed to fame, too. “Eyes. Lips. Face.” rose to fourth place on Spotify’s World Viral chart, with the #EyesLipFace problem amassing four billion views on TikTok.
Quick ahead to now. Sans video, the two-minute observe has greater than 1 million views on YouTube — so, it is easy to grasp why the sweetness model initially behind the tune would launch a video. However, what does all of this need to do with make-up?
Surprisingly, greater than you’d assume. The tune and its music video act as a love letter to primping: It juxtaposes commonplace scenes — like pals, dancing at a celebration — with behind-the-scenes-like footage of mentioned folks placing on their make-up earlier than ever stepping out. Collectively, it makes swiping in your lipstick or mixing out eyeshadow simply as glamorous because the basic, music video-standard dance get together. In e.l.f.’s universe, it is not nearly going out; it is concerning the pleasure of preparing, too.
Which all ties again into make-up itself. “From the start we set out on a mission to unleash the model’s innate renegade spirit,” famous Kory Marchisotto, e.l.f.’s chief advertising officer, in a press e mail. “A ground-breaking TikTok marketing campaign, a viral chart-topping tune, and now the discharge of a music video in partnership with Republic Data is an illustration of our means to interrupt the principles of magnificence.”