As brands race to figure out trendy new social app BeReal, elfcosmetics dives in, debuting with a promotional kickoff.
, although it’s not the first major brand. Chipotle beat it to the punch with promotions for free food.from the Tex-Mex food joint’s playbook with its “holy grail” offer, set to go out on Friday. The first 150 followers of E.l.f.’s BeReal account will get a limited-time promo code good for a free five-piece skin care kit from E.l.f. Skin’s Holy Hydration line. As for reasons to stick around, the company promises exclusive access to behind-the-scenes content and sneak previews of product drops.
It’s all in service to authenticity, according to a statement that will drop at any moment now from Laurie Lam, chief brand officer at E.l.f.: “In the age of authenticity, followers of @elfyeah can expect to see a mix of unfiltered, unretouched moments at E.l.f. headquarters and in-the-moment messages to connect with our superfans.”
For Movers + Shakers, the agency behind the BeReal campaign, it’s about tapping E.l.f.’s strong connection with its target consumers. “Gen Z wants to know what is really happening in each other’s lives,” said Evan Horowitz, the firm’s cofounder and chief executive officer. “They’re tired of fake, overly planned and edited content on other social apps. BeReal allows people to share their unfiltered, real lives, and now brands can offer fans the same level of transparency.”
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