With this campaign, e.l.f. wanted to address the lack of representation of different identities within the music industry. e.l.f. isn’t just a beauty brand; it’s a powerhouse of inclusivity. However, too many voices are going unheard. 84% of female musicians say they face discrimination in the industry, and on average, only 13.9% of Grammy nominations go to POC despite them making 81% of Billboard’s Top 10 best-selling albums. When casting talent for this album, we secured artists from different genres, backgrounds, and identities.
We also wanted to make a genuine impact to further the careers of these artists. Artists are often overlooked and taken advantage of by music labels and large corporations. It was essential that we not perpetuate the problems that we were trying to solve. We found independent emerging artists who were ready for their big break and truly provided. We wanted to leverage e.l.f.’s brand strength to add legitimacy and boost their public profiles. We’d plug these artists at industry events and expose their faces to the world.
The audience we were trying to reach with our campaign, Gen Z, presented a challenge. Many of people who create and watch #GRWM content are Gen Z. However, Gen Z is the most skeptical generation when it comes to advertising, and they are adept at sussing out deceptive marketing ploys. Therefore, this campaign couldn’t be that. We needed to create an objectively good, no-skips album, recorded by talented artists.
GRWMusic was driven by the insight that music and makeup are deeply intertwined in Gen Z's self-expression rituals. Data showed that 89% of Gen Z women listen to music while getting ready, with 92% saying it boosts their mood and 76% believing it enhances their makeup process. Recognizing this connection, e.l.f. sought to create a cultural moment rather than a traditional marketing campaign, and at the heart of this effort was Charlotte Rose Benjamin.
As the breakout star of GRWMusic, Charlotte Rose Benjamin’s single Hairpin became the defining track of the campaign. Her music, which embraces individuality and raw authenticity, aligned perfectly with e.l.f.'s commitment to self-expression, empowerment, and inclusivity.
e.l.f. positioned GRWMusic as a cross-category entertainment initiative, launching it with a structured go-to-market plan centered around Charlotte:
By anchoring the campaign with Charlotte Rose Benjamin, e.l.f. not only amplified an emerging artist but also positioned itself as a brand that actively creates culture rather than just marketing to it. The partnership allowed e.l.f. to authentically embed itself in the music industry, proving that beauty and music together can be a powerful force for self-expression.
The e.l.f. GRWM Album was executed with a high level of craft, strategic placement, and cultural resonance to seamlessly integrate music and beauty. The craft was evident in the album’s production, featuring a curated selection of emerging, diverse artists, each chosen for their unique voice and alignment with e.l.f.'s message of self-expression and empowerment. The album visuals, including cover art and music videos, reflected e.l.f.’s bold, vibrant aesthetic, ensuring strong brand recognition.
Placement was key to maximizing visibility. The rollout included digital billboards in high-traffic music hubs, influencer collaborations, and in-platform Spotify promotions. Social-first strategies were employed, with artists posting GRWM-style content that naturally integrated the music and e.l.f. products. The album was also featured in high-impact PR coverage at outlets like People and NYLON.
The tone balanced authenticity and inclusivity, ensuring the project felt like a cultural movement rather than a traditional marketing campaign. Messaging emphasized genuine investment in independent artists, offering music video production and long-term collaboration.
The implementation was structured as a phased launch, beginning with teaser content, leading to strategic single releases, and culminating in a full album drop with influencer-driven amplification. e.l.f. leveraged interactive content, artist collaborations, and digital-first activations to sustain engagement, making the campaign feel immersive and participatory.
By blending beauty, music, and culture, e.l.f. created a campaign that not only drove brand love and cultural relevance but also elevated emerging talent, reinforcing its position as a brand that champions self-expression in all its forms.
The release of Hairpin by Charlotte Rose Benjamin marked a major milestone in the GRWM Album Launch, generating unprecedented engagement across platforms. The single amassed 18.9 million total impressions, with its YouTube video alone garnering 10 million views, making it e.l.f.’s most-watched YouTube video of all time. This success officially positioned e.l.f. as a two-time member of YouTube’s top 0.01% of content performers.
Compared to other brand-commissioned music, Hairpin demonstrated exceptional traction, reaching 10 million views in just three months, outpacing legacy brand collaborations. This momentum contributed to the broader GRWMusic album’s massive 4.06 billion total campaign impressions, reinforcing the brand’s ability to merge beauty, culture, and music seamlessly.
The campaign’s impact extended beyond YouTube. Press coverage for GRWMusic doubled previous benchmarks, securing 3.9 billion total press impressions and 380 unique media mentions. Fan engagement was strong, with 25.5 million owned impressions, 1.3K comments, and a 3.9% engagement rate. Additionally, the campaign made waves in digital advertising, with 143 million paid impressions and a 10x benchmark performance on custom playlists.
By leveraging music as a cultural connector, e.l.f. successfully engaged its audience in an authentic and innovative way, proving that beauty isn’t just about how you look—it’s about how you feel and express yourself. The overwhelming response to Hairpin validated the brand’s strategy, setting a new standard for beauty-meets-music collaborations.
