e.l.f. Cosmetics x Manuel Turizo: ojos.labios.cara.

Latinas, and especially Afro-Latinas, are overlooked in beauty advertising. Despite significantly over-indexing on purchasing in virtually every makeup product (with a spend 77% higher than the general population on cosmetics, and over 60% wearing more than 9 makeup products regularly), only 34% feel that the beauty industry is becoming more inclusive. So we partnered e.l.f. with singer-songwriter Manuel Turizo. Manuel’s impressive 25+ platinum hits on the Latin Billboard charts, 20+ million followers across TikTok / Instagram, and deep-rooted passion for his Colombian heritage made him a perfect fit to write “ojos. labios. cara.” – the literal translation of e.l.f.’s brand name, “eyes. lips. face.”

The campaign was a huge success, and our commitment to authenticity paid off: “ojos. labios. cara.” became Manuel’s biggest solo hit of 2023, and earned a feature on Spotify’s “Hottest of the Week” plus #1 spots on Spotify’s curated Top Latin Hits and Latin Hit Mix playlists. The music video earned over 14 million views on YouTube alone (performing 2.8x better than any e.l.f. video on the platform) and had over 257 million cross-platform views and plays in just the first month of its release, and nearly 100% positive sentiment for the entire campaign. We launched all of it with a live event in Los Angeles, held exclusively for Manuel’s biggest fans and followers.