Creating compelling, authentic influencer marketing is harder than it looks. So much work in the space feels transactional. And when you do come up with a concept that encourages actual vulnerability from the talent, they may be wary to embrace it.

e.l.f. cosmetics dealt with all this, and more, with its new series, “Makeup Over Makeup.” It’s an undeniably strong idea—getting culturally relevant pairs of people who’ve publicly butted heads in the past to reconcile (or at least try to) during a makeup session. The nine-minute video, impressive both creatively and in terms of engagement, brought together famous exes Chris Olsen and Ian Paget to talk about their relationship—a reunion that had celebrity media buzzing and viewers enraptured (the YouTube comments are full of people wishing the video were longer).

Directed with impressive intimacy by Chris Sojka, co-founder and chief creative officer of Madwell, the agency that came up with the series, the fundamental challenge at the core of the project was how to be both intimate yet removed during the filming process.

Behind the entire conversation, of course, is the e.l.f. brand—hiding in plain sight, the ultimate seamless integration of both product and brand.

“The premise, from the outset, was about how disarming putting makeup on someone else could be,” Chris Sojka, CCO of Madwell, said of his directorial debut. “The e.l.f. team understood how two people using their products in an inverted manner created an ironic effect. Applying makeup to someone else isn’t something we often do, and for that reason it creates a type of vulnerability for both parties that is automatically disarming. It looks like the application of a facade at first, but it is actually the dismantling of one. So the only requirement was to use the product authentically. Mess-ups and all. The outcome is a reflection of e.l.f.’s values—they make makeup so we can better express our true selves. And of course, since it’s two men on camera, e.l.f. Is making it very clear that they’re committed to products that transcend gender tropes.” 

“There was something magical aligning with Chris and Ian,” said Patrick O’Keefe, VP of integrated marketing communications at e.l.f. Beauty. “Not only are they e.l.f. kindred spirits with their irreverence, openness and ability to be authentically themselves, but they did it with love and kindness. It was very special to see them come together to connect and do each other’s makeup.”

The campaign garnered impressive results:

• Hero Youtube Video: 447K organic views
• e.l.f. TikTok Teaser on 5/16: 1.8M views
• e.l.f. TikTok Trailer on 5/17: 1.2M views
• Chris Olsen TikTok Trailer on 5/17: 3.7M views
• Ian Paget TikTok Trailer on 5/17: 798K views