{"id":26890,"date":"2024-04-02T08:26:37","date_gmt":"2024-04-02T15:26:37","guid":{"rendered":"https:\/\/presskitchen.com\/?p=26890"},"modified":"2026-01-28T09:50:13","modified_gmt":"2026-01-28T09:50:13","slug":"liquid-death-and-e-l-f-collaborate-on-ghoulish-makeup","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/liquid-death-and-e-l-f-collaborate-on-ghoulish-makeup\/","title":{"rendered":"With Music by Butter Music and Sound, Liquid Death and e.l.f. Collaborate on Ghoulish Makeup Kit via Adweek"},"content":{"rendered":"<h2 class=\"text-center mb-4\">The first-time partners release a cheeky &#8217;90s-inspired video to announce the limited-time product.<\/h2>\n<p><iframe title=\"Corpse Paint by Liquid Death x e.l.f. Cosmetics\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/P52NBru1EL0?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>On a typical afternoon in a sunny suburb, all-American teenagers Piper and Addison fawn over their favorite goth rocker in Corpse Beat magazine, snack on vegan goat\u2019s blood and paint their faces like hard-core metalheads.<\/p>\n<p>Of course they do.<\/p>\n<p>This is, after all,\u00a0<a href=\"https:\/\/12ft.io\/proxy?q=https%3A%2F%2Fwww.adweek.com%2Fcreativity%2Fcoinbase-wins-ebay-auction-with-500k-bid-for-ads-on-liquid-death-packaging%2F\" target=\"_parent\" rel=\"noreferrer noopener\" data-type=\"link\" data-id=\"https:\/\/www.adweek.com\/creativity\/coinbase-wins-ebay-auction-with-500k-bid-for-ads-on-liquid-death-packaging\/\">Li Death<\/a>\u2019s twisted version of a slice of life, with\u00a0<a href=\"https:\/\/12ft.io\/proxy?q=https%3A%2F%2Fwww.adweek.com%2Fbrand-marketing%2Fbeyond-the-super-bowl-elf-beautys-cultural-impact%2F\" target=\"_parent\" rel=\"noopener\">e.l.f. Cosmetics<\/a>\u00a0joining for the giddy, over-the-top ride.<\/p>\n<p>In a first-time collaboration, the brands debuted a cheeky video today to hype the fruit of their combined labor\u2014a frightful\u00a0<a href=\"https:\/\/12ft.io\/proxy?q=https%3A%2F%2Fwww.adweek.com%2Fcategory%2Fcpg-grocery%2F\" target=\"_parent\" rel=\"noreferrer noopener\" data-type=\"link\" data-id=\"https:\/\/www.adweek.com\/category\/cpg-grocery\/\">makeup kit<\/a>\u00a0called Corpse Paint, filled with products like Kiss of Death lipstick, Dead Set mist and Eye Die shadow.<\/p>\n<p>The five-piece co-branded set, packaged in a \u201ckeepsake coffin,\u201d will be available starting at noon for $34 on the\u00a0<a href=\"https:\/\/12ft.io\/proxy?q=https%3A%2F%2Fwww.elfcosmetics.com%2F\" target=\"_parent\" rel=\"noreferrer noopener\" data-type=\"link\" data-id=\"https:\/\/www.elfcosmetics.com\/\">e.l.f. website<\/a>. The partners said they may consider another limited drop, depending on consumer reaction.<\/p>\n<div class=\"jwplayer-wrapper\">\n<div>\n<div id=\"jwplayer_yCuNX8S0_R2CNEBk3_div\"><\/div>\n<\/div>\n<div class=\"mb-4\"><\/div>\n<\/div>\n<p>As for the alliance, it comes after one year of discussion between the brands and e.l.f. chief marketing officer Kory Marchisotto\u2019s willing embrace of Liquid Death\u2019s in-your-face,\u00a0<a href=\"https:\/\/12ft.io\/proxy?q=https%3A%2F%2Fwww.adweek.com%2Fagencyspy%2Fliquid-death-staves-off-the-zombiepocalypse-with-80s-style-jingle%2F\" target=\"_parent\" rel=\"noopener\">horror-comedy<\/a>\u00a0sensibility.<\/p>\n<p>Calling the canned water brand \u201cthe ultimate disruptor\u2014everything we want to be when we grow up,\u201d Marchisotto said the deal is a strategic fit for e.l.f. on the heels of its\u00a0<a href=\"https:\/\/12ft.io\/proxy?q=https%3A%2F%2Fwww.adweek.com%2Fbrand-marketing%2Fjudge-judy-elf-cosmetics-super-bowl-ad%2F\" target=\"_parent\" rel=\"noopener\">first national Super Bowl ad<\/a>.<\/p>\n<p>\u201cIt\u2019s really important for us to find the path that others are afraid to take, or don\u2019t imagine, or don\u2019t stretch their minds far enough to cook up this kind of badass crazy stuff,\u201d\u00a0<a href=\"https:\/\/12ft.io\/proxy?q=https%3A%2F%2Fwww.adweek.com%2Fbrand-marketing%2F3-secrets-to-community-engagement-from-elf-beauty-and-hartbeat%2F\" target=\"_parent\" rel=\"noopener\">Marchisotto<\/a>, a self-professed Liquid Death superfan, told ADWEEK. \u201cAny collaboration has to work organically, seamlessly and fluidly\u2014and there was never a second of forcing this.\u201d<\/p>\n<p>Although they may seem like odd bedfellows, the two marketers have \u201ca lot of shared interests\u201d as mission-led companies, according to\u00a0<a href=\"https:\/\/12ft.io\/proxy?q=https%3A%2F%2Fwww.adweek.com%2Fagencyspy%2Fliquid-death-tries-to-dethrone-the-super-bowl-as-advertisings-biggest-stage%2F\" target=\"_parent\" rel=\"noopener\">Andy Pearson<\/a>, Liquid Death\u2019s vice president of creative, and they\u2019re both social media powerhouses with die-hard followers and track records in\u00a0<a href=\"https:\/\/12ft.io\/proxy?q=https%3A%2F%2Fwww.adweek.com%2Fbrand-marketing%2Fchipotle-and-e-l-f-give-fans-another-serving-of-menu-inspired-makeup%2F\" target=\"_parent\" rel=\"noopener\">brand mashups<\/a>.<\/p>\n<h4 class=\"wp-block-heading\"><strong>Crossover audience<\/strong><\/h4>\n<p>Marchisotto said she didn\u2019t analyze data about the brands\u2019 shared demographics\u2014or metal subcultures\u2014but relied instead on deep knowledge of the e.l.f. loyalists.<\/p>\n<p>&nbsp;<\/p>\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" class=\"wp-image-1596320\" src=\"https:\/\/static-prod.adweek.com\/wp-content\/uploads\/2024\/03\/coffin-elf-liquid-death-2024-1024x576.jpg\" sizes=\"(max-width: 1024px) 100vw, 1024px\" srcset=\"https:\/\/static-prod.adweek.com\/wp-content\/uploads\/2024\/03\/coffin-elf-liquid-death-2024-1024x576.jpg 1024w, https:\/\/static-prod.adweek.com\/wp-content\/uploads\/2024\/03\/coffin-elf-liquid-death-2024-652x367.jpg 652w, https:\/\/static-prod.adweek.com\/wp-content\/uploads\/2024\/03\/coffin-elf-liquid-death-2024-768x432.jpg 768w, https:\/\/static-prod.adweek.com\/wp-content\/uploads\/2024\/03\/coffin-elf-liquid-death-2024-450x253.jpg 450w, https:\/\/static-prod.adweek.com\/wp-content\/uploads\/2024\/03\/coffin-elf-liquid-death-2024-320x180.jpg 320w, https:\/\/static-prod.adweek.com\/wp-content\/uploads\/2024\/03\/coffin-elf-liquid-death-2024-640x360.jpg 640w, https:\/\/static-prod.adweek.com\/wp-content\/uploads\/2024\/03\/coffin-elf-liquid-death-2024-240x135.jpg 240w, https:\/\/static-prod.adweek.com\/wp-content\/uploads\/2024\/03\/coffin-elf-liquid-death-2024.jpg 1200w\" alt=\"\" width=\"1024\" height=\"576\" \/><figcaption class=\"p-2 m-0 text-left\"><span class=\"mr-1\">Five existing e.l.f. products got a Liquid Death-style makeover for the Corpse Paint kit.<\/span><\/figcaption><\/figure>\n<p>\u201cThe insight is that our community wants to have fun and be entertained,\u201d she added. \u201cWe have an enormous amount of respect for people\u2019s time, and if they\u2019re hanging out with us, we want to make sure we\u2019re providing something creative and clever.\u201d<\/p>\n<p>To that end, e.l.f. took a handful of its existing products, such as its putty applicator and H2O Proof Eyeliner Pen, and gave them Liquid Death-style makeovers for the promotion.<\/p>\n<p>\u201cThese products have never been inside a closed casket before,\u201d Marchisotto said, \u201cso we\u2019ve stretched them into an entirely new dimension.\u201d<\/p>\n<p>The collaborators started seeding the product launch Monday with cryptic social posts that showed only a black lipstick mark on a can of Liquid Death.<\/p>\n<p>The response was immediate, with nearly 33,000 comments in the first few hours alone on\u00a0<a href=\"https:\/\/12ft.io\/proxy?q=https%3A%2F%2Fwww.instagram.com%2Felfcosmetics%2F%3Fhl%3Den\" target=\"_parent\" rel=\"noreferrer noopener\" data-type=\"link\" data-id=\"https:\/\/www.instagram.com\/elfcosmetics\/?hl=en\">e.l.f.\u2019s Instagram<\/a>. Fans called it \u201cthe collab of the year,\u201d liberally sprinkling fire and heart emojis and \u201comgomgomg\u201d into their posts.<\/p>\n<p>Influencers and celebrities are set to take part in the rollout, via \u201cget ready with me\u201d posts, but neither Liquid Death nor e.l.f. would name names or give more specifics.<\/p>\n<h4 class=\"wp-block-heading\"><strong>Visit from Glothar<\/strong><\/h4>\n<p>The video to announce the partnership, created by Liquid Death\u2019s in-house team, takes the brand\u2019s trademark satirical approach, tapping into 1990s nostalgia and borrowing the cheery tone of old-school toy commercials.<\/p>\n<p>\u201cWe started with this really bizarre premise\u2014this is a world where everybody listens to black metal like it\u2019s another boy band,\u201d Pearson said. \u201cAnd then we treated that premise very normally.\u201d<\/p>\n<p>The 60-second spot\u2019s young stars manifest their goth hero, Glothar, who shows up in their Anytown U.S.A. bedroom, introduces them to Corpse Paint and tutors them on applying it to achieve just the right amount of hair-raising glamour.<\/p>\n<p>\u201cMurder your eyes, lips and face like your favorite celebrity,\u201d says the upbeat narrator. \u201cNow you can look as dark on the outside as you are on the inside.\u201d<\/p>\n<p>Glothar, along with being a credible teacher and a whiz at beauty products, has history with one of the girl\u2019s moms, but no spoilers here on the ad\u2019s surprise ending.<\/p>\n<p>Both partners pointed to the ongoing strength of the horror genre in movies and other entertainment as encouragement for putting death metal at the center of the campaign\u2019s creative.<\/p>\n<p>\u201cWe think people are going to be excited to see goth codes and cues brought into a mainstream beauty brand,\u201d Marchisotto said. \u201cPeople have a breadth of interests, and they can\u2019t be put into a box by age or psychographic\u2014Liquid Death has always done a tremendous job of spinning that notion on its head.\u201d<\/p>\n<p>As for the timing of the stunt\u2014close to Easter and nowhere near Halloween or any other spine-tingling event in the pop culture consciousness\u2014Marchisotto said the teams intentionally chose \u201ca random day in March\u201d rather than a spooky season date because \u201cthat would\u2019ve been expected.\u201d<\/p>\n<p>Click <a href=\"https:\/\/www.adweek.com\/creativity\/goth-glamour-liquid-death-and-elf-cosmetics-collaborate-on-ghoulish-makeup-kit\/\">HERE<\/a> to read the original article.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The first-time partners release a cheeky &#8217;90s-inspired video to announce the limited-time product. https:\/\/www.youtube.com\/watch?v=P52NBru1EL0 On a typical afternoon in a sunny suburb, all-American teenagers Piper and Addison fawn over their favorite goth rocker in Corpse&#8230;<\/p>\n","protected":false},"author":2,"featured_media":26891,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[268,270,273,278,291,211,217,218,234,250,252,256],"tags":[262,263,267,269,272,274,276,292,297,210,299,248,4093,249,4166,257,4167,259,4168,260,4169,261,4170],"class_list":["post-26890","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-music","category-music-sound-design","category-news","category-spots","category-film","category-fresh-news","category-ads","category-advertising","category-production","category-audio","category-branded-content","category-butter","tag-commercials","tag-creativity","tag-los-angeles","tag-music-2","tag-new-york","tag-post-production-2","tag-sound-design","tag-film","tag-production-2","tag-creative","tag-adweek","tag-ad","tag-liquid-death","tag-advertising","tag-corpse-paint","tag-butter-music-sound","tag-e-l-f","tag-campaign","tag-e-l-f-cosmetics","tag-comedy","tag-makeup","tag-commercial","tag-paint"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>With Music by Butter Music and Sound, Liquid Death and e.l.f. 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