Gen Z’s No. 1 cosmetics brand* and the world’s
most popular dating app force multiply for limited-edition product
drop.
e.l.f. Cosmetics and Tinder are disrupting the dating game with
a new collaboration inspired by the relationship between
self-expression and confidence when creating new connections. The
e.l.f. x Tinder “Put Your e.l.f. Out There” Vault collection
introduces new product innovations from e.l.f. with exclusive
features and limited-edition beauty must-haves designed to ditch
any first-date jitters.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20240909740358/en/
e.l.f. X Tinder launch new “Put Your
e.l.f. Out There” limited-edition collaboration. (Graphic: Business
Wire)
The collaboration is a perfect match, integrating e.l.f.’s
passion for beauty with Tinder’s unrivaled access to new
possibilities.
A recent study** found that over 1 in 3 (35%) of surveyed
singles see first dates as the perfect opportunity to experience
new makeup looks, making this collaboration a natural fit for those
eager to explore fresh looks while sparking new connections.
“e.l.f. and Tinder are kindred spirits, united in our commitment
to self-expression and empowerment. Together, we create a
constellation that further fuels our community’s confidence,” said
Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “Finding
a like-minded partner like Tinder is non-negotiable in our
collaborations. We draw inspiration directly from the pulse of our
communities and translate it into bold action. Knowing 80% of
singles in the study said having a get-ready routine impacts their
confidence on a first date, we created products to help them feel
like their most empowered selves.”
“Confidence is key when sparking new connections. Your bravest,
funniest, most-charming self shines through when you look and feel
your best,” said Melissa Hobley, Chief Marketing Officer at Tinder.
“The majority of Tinder users are 18-30 years old, so working with
their favorite beauty brand was a no-brainer. Nearly half (46%) of
surveyed singles saying they notice when their date has spent time
on their appearance. So, together with e.l.f., we’re proud to
empower more singles to embrace all the pre-date butterflies, the
optimism, and even a bit of the nerves so that they can face the
first date with a confidence born from bold self-expression.”
The collection includes confidence-boosting makeup products to
help singles face the first date. Embodying a perfect match between
e.l.f.'s signature boldness and Tinder’s mission to inspire real
connection by making dating fun and easy, the limited-edition kit
delivers on e.l.f.’s commitment to the community by offering
premium products at an extraordinary value.
The e.l.f. x Tinder “Put Your e.l.f. Out There” Vault collection
($45/£45) includes:
Tinder Box: Lip Trio featuring two
nourishing lip oils and a mini lip liner in a custom tin All
Slick No Ick: Face Primer Set-Uationship: Setting Mist
Flame Changer: Makeup Bag
The It’s a Match!™ Stick Lippies are a new
innovative product featuring single-use lipstick matches for
convenient application. It’s a Match!™ Stick Lippies
($4/£4) and Tinder Box Lip Trios ($18/£18) are available
separately from the Vault in very limited quantities.
In addition to the product collaboration, the brands have
created a comedic campaign video that shows how a bold look can
help with pre-date nerves and inspire confidence. Capturing the
trials and spirals of modern dating woes, the video features
television personality and social-media influencer Harry Jowsey as
a dreaded first date scenario.
These red-hot, limited-edition beauty products will be available
at elfcosmetics.com and eflcosmetics.co.uk – in the U.S. and U.K. –
beginning Tuesday, September 10, 2024, at 9 am PT/5 pm BST, while
supplies last.
Beauty Squad members in the U.S. and U.K. will also have the
chance to receive exclusive access to Tinder Gold for $1/£1 for the
first-month of their subscription, giving them unlimited Likes,
access to Passport™, the ability to view who Likes them, and more.
Eligible Beauty Squad members can claim this deal in their Beauty
Squad dashboard under “Rewards” to have a unique redemption code
delivered via email, while supplies last.***
This collaboration will also be available for the first time via
DashMart, a new type of fulfillment platform and store brought to
you by DoorDash that offers businesses a new channel to reach
customers. Availability will be in select US cities, fueling
accessibility for the community with same-day delivery in Los
Angeles, Houston, Chicago, Miami/Ft. Lauderdale, Manhattan, San
Diego, Philadelphia, Phoenix, Las Vegas and San Antonio. To find
the DashMart nearest you, visit
https://www.doordash.com/sdl/dashmart
About e.l.f. Cosmetics e.l.f. Beauty (NYSE: ELF) is
fueled by a belief that anything is e.l.f.ing possible. We are a
different kind of company that disrupts norms, shapes culture and
connects communities through positivity, inclusivity and
accessibility. e.l.f. Cosmetics, our global flagship brand, makes
the best of beauty accessible to every eye, lip and face by
bringing together the best of beauty, culture and entertainment.
Our superpower is delivering universally appealing, premium quality
products at accessible prices that are e.l.f. clean, vegan, double
certified with Leaping Bunny and PETA, and Fair Trade certified.
Learn more at www.elfcosmetics.com
About Tinder Launched in 2012, Tinder® revolutionized how
people meet, growing from 1 match to one billion matches in just
two years. This rapid growth demonstrates its ability to fulfill a
fundamental human need: real connection. Today, the app has been
downloaded over 630 million times, leading to over 97 billion
matches, serving approximately 50 million users per month in 190
countries and 45+ languages - a scale unmatched by any other app in
the category. In 2024, Tinder won four Effie Awards for its
first-ever global brand campaign, “It Starts with a Swipe™”. Tinder
is a registered trademark of Tinder LLC.
*Piper Sandler Taking Stock With Teens® survey spring 2024
**The research was conducted by Censuswide on behalf of Tinder
and e.l.f. , with 4,001 single daters, aged 18+ across the UK and
the US. (2,000 & 2,001 respondents respectively) between
08.27.2024 – 09.02.2024. Censuswide abides by and employs members
of the Market Research Society which is based on the ESOMAR
principles. Censuswide is also a member of the British Polling
Council.
***Beauty Squad members eligible for the Tinder Gold promotion
must be 18+ and a resident of the United States or United Kingdom.
Tinder premium membership will renew at full price until canceled.
Subject to availability. Certain restrictions apply. See
[https://tindergold.splashthat.com] for Tinder Voucher Terms.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240909740358/en/
Media Contacts:
e.l.f. Beauty Corporate Communications Inquiries: Jen
Budres jbudres@elfbeauty.com
Consumer Media Inquiries: Brittany Banion
brittany@weareshadow.com
Business Media Inquiries: Amanda Garland elf@5wpr.com
Tinder Media Inquiries: press@gotinder.com
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