e.l.f. Cosmetics Express Your e.l.f. Boots Takeover

I worked on the e.l.f. Cosmetics Express Your e.l.f. campaign back in 2023, collaborating with Southpaw on the Boots in-store takeover which consisted of window vinyls, escalator panels, security cladding and floor decals. The campaign marked e.l.f.'s first ever community-led brand initiative in the UK, inviting people to live their bold truth by proudly expressing their e.l.f. By asking their community 'what does e.l.f. mean to you?', the brand brought its acronym (eyes.lips.face.) to life in an irreverent, fun and cheeky way, with responses ranging from 'euphoric.luminous.fierce.' to 'every.life.free.' that celebrated the individuality of every eye, lip and face. More than just a campaign, it was a movement that spanned social channels, tube stations, digital screens and experiential pop-ups, with the Boots takeover serving as a key touchpoint in bringing this community-inspired vision to retail spaces.