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e.l.f. targets Gen-Z consumers launching branded Youtube series with Channel 4.0

Chloe Burney
27 July 2023

Channel 4.0, Channel 4’s Youtube strand, is launching its first-ever social branded series titled ‘Ready or Not?!’ as well as a digital campaign with e.l.f. Cosmetics.

Since 2004, e.l.f. Cosmetics has made high-quality beauty accessible to every eye, lip and face. As one of the first online beauty brands, it seems fitting that the brand became Channel 4.0’s Official Beauty Partner earlier this year.

What’s more Channel 4.0, which recently won ‘Best Entertainment Channel’ at the Digital Broadcast Awards, has an audience made up of 84% 13 to 24-year-olds - e.l.f’s target demographic.

‘Ready or Not?!’ features content creator Adeola Patronne and special guests expressing themselves through style, makeup, and skincare. Episodes begin with Adeola and friends using e.l.f. products to prepare for mystery adrenaline-fueled activities, such as a day out at a vegan animal sanctuary shovelling muck.

David Amodio, Deputy Head of Commercial Innovation and 4Studio at Channel 4, commented: "'Ready or Not?!’, like 4.0, reflects British youth culture today. It’s funny, boundary-pushing, and empowers viewers to stay true to themselves. We’re excited to enter the next phase of our partnership with e.l.f. and look forward to continuing to develop our relationship in the future."

During each episode of ‘Ready or Not?!’ there will be shoppable links to e.l.f products as they appear on screen. The campaign will also include curated content across Channel 4.0’s Instagram and TikTok.

Lauren Thornton, AVP and International Marketing at e.l.f. Beauty, added: "We’re thrilled to be partnering with Channel 4.0 on their first ever social branded YouTube series ‘Ready or Not?!’ It’s what we call an EYES.LIPS.FIRST. This partnership and campaign, with its adrenaline-fueled surprise challenges, aligns perfectly with e.l.f.’s vision to disrupt norms, shape culture and connect communities. We cannot wait for our community to check it out."

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