The e.l.f. Cosmetics Power Grip Primer is the #1 cosmetics SKU across mass and prestige beauty for a reason. With its sticky AF texture and dewy finish, it’s a first-of-its-kind formula built to lock makeup in place.

This campaign introduced the mother of all makeup grip: Power Grip Primer in a jumbo size, delivering 3X the grip at an epic price. The launch featured 22 collectible packaging designs with e.l.f.ie-approved nicknames, all chosen by our loyal community.

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The creative pushed beyond traditional beauty visuals and into entertainment, using playful CGI inspired by over-the-top movie trailers to dramatize the product’s hold in a bold, culture-forward way.

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