Your New Drip…Powergrip
e.l.f. Cosmetcs
Meet your new drip: Power Grip. A gel-based, hydrating face primer that smooths skin while gripping makeup for long-lasting wear. Enriched with refreshing hyaluronic acid and a fragrance-free, clean formula, it pairs perfectly with budge-proof products to keep your look on lock.
As one of e.l.f. Cosmetics’ most important hero SKUs, Power Grip became a category-defining launch. I led a team through the full creative process—from concept to execution—across e-commerce, video, social, and paid media channels worldwide.
KEY HIGHLIGHTS
• Power Grip Primer is the #1 cosmetics SKU across mass and prestige beauty
• One Power Grip Primer sold every 3 seconds
Paid Media.
Organic Social.
Photography.
Digital.
Photography: Alex Bohn & Angela Marklew
Hair: Jeff Francis
Wardrobe Styling: Liz Cresci
Prop Styling: Aude Angot
Set Design: Chris Gaskill
Associate Creative Direction: Nina Sulcov
Copy: Alex Katnic
Art Direction + Design: Emily Swift
DP/Video Editing: Jonathan Galan
Production: Jess Kahn + Heloise Goodman
Retouching: Jess Gaber