e.l.f. Cosmetics Partners with SURVIVOR 50 Finale for Limited-Edition Product Launch and Vignette Series
Photo Credit: e.l.f. Beauty
Beauty brand e.l.f. Cosmetics has announced a partnership with CBS’s SURVIVOR tied to the live finale of SURVIVOR 50.
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The collaboration debuted during the three-hour live finale broadcast on May 20 on CBS and Paramount+. The partnership includes a vignette series titled “e.l.f.ie Advantage,” featuring content creator Delaney Rowe and SURVIVOR contestant Tiffany Ervin. The segments aired surrounding the live broadcast and incorporated e.l.f. products into SURVIVOR-themed challenge scenarios.
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The partnership coincides with the franchise’s 50th season which averaged nearly 10 million viewers. The finale marked the first live reunion episode in seven years and the first live winner reveal since Season 40.
“At e.l.f., we don't wait for culture — we move with the communities shaping it. SURVIVOR is one of the most iconic competition franchises ever made. And yet for 25 years, countless contestants have blazed a path to the end using pure strength and wits. With the 'e.l.f.ie Advantage,' we're re-imagining iconic SURVIVOR moments, but with an e.l.f. twist. We're putting our hero products directly into the most-watched moments of the season, and giving every fan watching at home permission to use beauty as the edge it's always been,” said Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty.
“SURVIVOR 50 marks a major milestone for one of the most enduring and influential franchises in television history. With its culturally savvy and community-driven approach, e.l.f. Cosmetics is a perfect partner for this landmark season, and the 'e.l.f.ie Advantage' creative campaign is a bold example of entertainment-first storytelling that authentically engages fans and seamlessly lives within the show’s universe,” said Beth Trentacoste, Senior Vice President, Creative, Paramount Media Labs.
As part of the collaboration, e.l.f. introduced a limited-edition “e.l.f. x SURVIVOR Buff Bundle” available at www.elfcosmetics.com while supplies last. The bundle includes Power Grip Primer, Suntouchable Whoa Glow SPF 30, and Camo Concealer, along with a co-branded SURVIVOR buff. The company also stated that customers can receive the buff with purchases of $30 or more.
The SURVIVOR 50 finale included a red carpet event in Los Angeles featuring former winners and contestants. Interviews were streamed across e.l.f. and SURVIVOR social media channels.
For more information, visit www.elfcosmetics.com.
Source: e.l.f. Cosmetics
