The goal: create an engaging, entertaining, and highly shareable launch moment that introduced the new Halo Glow Powder Filter and limited-edition Cloud Skin bundle, all while tapping into a fast-rising beauty trend and broader cultural conversation.

At the time of the campaign, the soft, radiant “cloud skin” aesthetic was soaring, with global TikTok views up 168% year-over-year. And with over 90% of pilots being men, e.l.f. saw an opportunity to spotlight a powerful female figure in the captain’s chair—showing that women lead at any altitude.

The bundle featured fan-favorite complexion must-haves from the Halo Glow and Glow Reviver franchises: NEW Halo Glow Powder Filter, Halo Glow Liquid Filter, and Glow Reviver Lip Glimmer. It also included a cloud-inspired plush makeup bag and an e.l.f. eye mask to complete the flight theme.

To bring “cloud skin” to life, e.l.f. reimagined the traditional in-flight safety video through a beauty lens. Aboard e.l.f. Air—piloted by Meghan—the campaign leaned into playful airplane tropes: buckling up for “texture turbulence,” navigating a “glowstorm,” and landing e.l.f.’s signature mix of humor, accessibility, and bold creative storytelling.

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e.l.f. delivered the Cloud Skin concept from script to final cut, crafting an “in-flight entertainment” experience inspired by iconic aviation films and familiar airplane moments. The script blended cheeky nods (“There will be no cakes on this mother e.l.f.ing plane,” “Does anyone know how to fly a plane?!”) with a fresh take on getting “runway ready,” inviting viewers on a flight to cloud-like radiance.

A digital-first strategy fueled virality through Meghan’s social channels and e.l.f.’s platforms. e.l.f. also partnered with Uber to feature the campaign video in-app for select riders heading to airports across the U.S. and U.K.—a clever, on-theme integration that brought e.l.f. into the real-world travel journey.

Meghan Trainor was the natural choice to captain e.l.f. Air—not only as a longtime e.l.f. superfan and repeat collaborator, but as a vibrant, playful personality who embodies the brand’s spirit. Her genuine enthusiasm and energy helped the campaign truly take off.

PRESS STRATEGY + MEDIA RELATIONS
The press strategy went full throttle, combining mass outreach with niche targeting. e.l.f. executed an embargoed media plan that secured top-tier beauty and lifestyle interviews with Meghan, while her makeup artist offered expert commentary on the Cloud Skin look—adding depth and authority to coverage.

To drive organic momentum, e.l.f. tapped Substack writers and influential social marketing profiles where beauty trends often originate. A top celebrity news outlet also boarded e.l.f. Air for an exclusive interview with Meghan in her captain’s gear, shared across social, broadcast, digital, and podcast channels.

Additionally, e.l.f. secured industry and trade interviews with Chief Integrated Marketing Officer Patrick O’Keefe, giving him a platform to highlight the brand’s unexpected, community-first marketing strategy.

PAID STRATEGY
e.l.f.’s paid strategy centered on Uber’s airport-bound riders, giving the campaign a contextual and impactful boost. e.l.f. elevated “in-flight entertainment” by featuring the campaign video in-app for select U.S. and U.K. passengers en route to the airport—an on-theme integration that connected directly with real travelers. The campaign delivered 1.6M impressions, reached 631K unique users, and appeared across 606,540 trips. Beauty-focused creative resonated strongly with this audience, driving an average watch time of 81 seconds.

SOCIAL STRATEGY
e.l.f. developed content that felt authentically Meghan, from “get ready with me” videos to “flight must-haves” featuring the Halo Glow Powder Filter and her curated bundle. To expand reach, e.l.f. tapped Meghan’s real-life bestie Chris Olsen to join the campaign, fueling conversation and shareability across social platforms.

The campaign delivered sky-high results: more than 4 billion impressions and overwhelmingly positive media sentiment.
100% of coverage reflected favorable sentiment
96% referenced the cloud skin trend
85% highlighted the campaign’s affordability and value
89% featured campaign visuals
74% embedded the video

By blending product innovation, cultural relevance, and imaginative storytelling, e.l.f. once again proved that accessible, inclusive, innovative beauty isn’t just a goal—it’s the brand’s flight path.