2020

NYX Awards - 2020 Gold Winner Winner

e.l.f. Cosmetics Beautyscape Bahamas

Entrant Company

Duncan Channon

Category

Social Marketing / Communications - Social Influencer Marketing

Client's Name

e.l.f. Cosmetics

Country / Region

United States

Experience Level

Agency

e.l.f. Cosmetics' Beautyscape Bahamas was a social contest targeting breakout makeup enthusiasts ready to cross over into the world of sought-after beauty influencers. Entrants submitted their best beauty looks via Instagram to compete for a weekend getaway and share their love of beauty with the brand, as well as like-minded peers. Beautyscape programming included an all-expenses-paid trip to the Bahamas, invaluable one-on-one time with e.l.f., exposure to individuals at the top of their game such as makeup artist Nam Vo, and a keynote presentation by celebrity hairstylist and entrepreneur Jen Atkin.

We then took Beautyscape to the next level by adding a career-making opportunity—usually reserved for beauty influencers who already wielded tremendous authority and selling power—by offering the winning team the opportunity to collaborate with e.l.f. on a capsule collection to be sold in Target and on elfcosmetics.com. The competition-within-a-competition took place between other Beautyscape activities, beginning with a private walking tour and catamaran cruise of Nassau. Participants were asked to find inspiration in the island’s sights, sounds, and colors. These inspirations would be used to form the basis of the teams’ collections, to be presented to a panel of judges just 24 hours later. Each member of the winning team received a $10,000 cash prize and the capsule collection is planned for summer 2020.

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