Anyone who’s listened to Harry Styles’ “Watermelon Sugar” knows the decision to fruitify the formulations of Elf Cosmetics’ Jelly Pop Makeup Collection are not unfounded.
Fruity aesthetics and formulations are not new to beauty. 2000s lip glosses can tell you the tale.
E.l.f. is capturing the fruity revival of the beauty and skincare industry with this collection which features the Jelly Pop Dew Primer, Jelly Pop Glow Stick, and the Jelly Pop Glow Reviver Lip Oil.
So why the revival? New product launches are either riding the wave of a “clean” beauty with a natural infusion of fruit or capitalizing on consumer nostalgia for the fruit pop art look of the 90s and 2000s.
The Jelly Pop Collection touches on both with their flashy new look and formulas that are free from phthalates, parabens, nonylphenol ethoxylates, triclosan, triclocarban, and hydroquinone. They’re also vegan and cruelty free.
Yeah fruit is cute, but aesthetics aside, the functional benefits are where the juice is. Fruits like melon and watermelon are antioxidant rich, giving your skin the boost it needs to fight environmental stressors and improve function.
First up is the Jelly Pop Dew Primer, a sheer, sticky, gel-like primer that smoothes texture and keeps your makeup stuck on all summer long. Stickiness isn’t enough these days, moisturizing ingredients like hyaluronic acid, niacinamide, vitamin C, and watermelon extract keep your skin hydrated and soothed. Retails for $10 (1.01 oz).
Next, the Jelly Pop Glow Stick is a “one-in-a-melon highlighter stick” infused with watermelon extract which features lycopene, beta-carotene and lutein to help protect & soothe your skin. Watermelon extract is also rich in vitamins A, B, C, and E. Retails for $8 (0.28 oz).
Glass skin with a hint of summer shimmer anyone?
To complete this jelly trifecta, the Jelly Pop Glow Reviver Lip Oil brings watermelon hues and flavor straight to your lips. Available for a limited time, this vitamin E infused lip oil is the ultra-glossy ✨ watermelon ✨ on top! Retails for $8 (0.25 oz).
And if you want to snatch the whole jelly, their Jelly Pop Vault (currently out of stock) retails for $30.
In a sea of PR packages, how does one stand out these days? With legit jelly of course.
e.l.f. Cosmetics enlisted the help of PR agency PuRe PR London to design special influencer boxes and host a pop up event in London’s Covent Garden where fans could try jelly themed treats, win goodies, and interact with the products.
Influencers received jelly themed packaging with the products suspended in an actual pink jelly dome. At least those who opened their packages in reasonable time did… shipping jello to a hot mailroom does not bode well for procrastinated PR hauls.
Influencer Annie Grace (@youglowgrrl) showcased the experiential unboxing with a little treasure hunting through the jello. The AMSR potential with these is richhhh.
As tantalizing as fruity beauty is, now we’re craving the fruit (no, the PR jello was not edible). Good thing e.l.f. thought of everything and collabed with trendy soda brand poppi on a watermelon soda and goodies giveaway on Instagram.
The winners snagged:
🍉 2 watermelon Poppi cases
🍉 The sold out Jelly Pop Vault
🍉 Limited-Edition One-in-a-Melon Makeup Bag
Our only note is the missed opportunity for “Watermelon Sugar” as the background music on the giveaway reel but alas.
This is the launch that keeps on giving, e.l.f. also partnered with merchandising service Nadel to create custom branded beauty fridges to hold the collection. While they weren’t available to the public, there were inquiries from hopeful consumers about releasing additional fridges.
Feeling intrigued? You can shop the collection directly from e.l.f. Cosmetics or Ulta Beauty.
It’s time for a “hot e.l.f. summer”!
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