e.l.f. Skin has launched its Skin Bronzing Drops at its own ecommerce site and at Target and Walmart.
The moisturizing tinted serum imparts "a warm, back-from-vacay glow," per the brand, and is available in three shades. Key skin-friendly ingredients include vitamin E and sunflower seed oil.
Bronzing drops have been a hot category in the hybrid makeup sector.
In October 2023, Spate reported that bronzing drops were averaging more than 370% year-over-year search growth online, dominated by Drunk Elephant, which has had immense success with its D-Bronzi Anti-Pollution Sunshine Drops ($38). The drops include 5% niacinamide, antioxidants and omega fatty acids.
e.l.f. Skin's entry into the category represents an accessibly priced ( $12) alternative to prestige players.
Interestingly, both e.l.f. and Drunk Elephant index highly in the coveted teen/tween/Gen Alpha market.
“Bronzing Drops are the no. 1 product our community has requested from us with increasing intensity," said Kory Marchisotto, CMO, e.l.f. Beauty. "In the spirit of surprising, delighting and entertaining our audiences–with that unexpected e.l.f. twist–we let our imaginations go wild. Our community is clever, hilarious and unabashedly expressive. They essentially write the script for us.”
The brand launched the SKU with a campaign, “Peculiar Behavior," featuring actress and activist Jameela Jamil.
The ad spot features a mockumentary featuring Jamil, "who goes out in the 'field' to report on how homo sapiens are responding to the product in their natural habitats," per the brand.
The film was directed by Madwell founder and chief creative officer Chris Sojka.
“I had so much fun working with e.l.f. and Madwell on this film and am so proud to partner with this beloved brand, which shares my values of inclusivity and accessibility for all, plus my passion for makeup," said Jamil.
“e.l.f.’s superpowers include premium quality, extraordinary prices and universal appeal, and that combustible combination creates an unrivaled level of passion among consumers,” said Sojka. “With ‘Peculiar Behavior,’ we playfully depict the high level of demand for the product, while also showcasing the product features and its transformative impact on complexions.”
