Joey King Stars in e.l.f.’s Inclusive ‘eyes. lips. face. fandom.’ Campaign
e.l.f. Cosmetics has launched a fun new campaign, “eyes. lips. face. fandom.,” starring Joey King and Lucien Laviscount. The playful ad highlights the brand’s Power Grip Primer as the ultimate “fan favorite,” using humor to show how it brings people together—even sports rivals. The campaign makes its big debut during the Macy’s Thanksgiving Day Parade, connecting with millions of viewers and showcasing e.l.f.’s commitment to celebrating individuality and inclusivity.
Created with 72andSunny Amsterdam and directed by Alex Buono, the campaign mixes beauty with entertainment in a fresh way. It’s all about breaking stereotypes and reaching a wider audience, including sports lovers. By focusing on positivity and accessibility, e.l.f. is proving that beauty isn’t limited to any one group—it’s for everyone, no matter their passion or team loyalty.
Both Joey King and Lucien Laviscount loved being part of the campaign, praising how it brings people together through shared passions like sports and great makeup. With its lighthearted tone and focus on inclusivity, the campaign reflects e.l.f.’s mission to make beauty accessible and fun for every eye, lip, and face. It’s a win for both beauty fans and sports enthusiasts alike.
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