E.l.f. has become the first official beauty partner of Hot Girl Walk, a fitness organization promoting movement among women, as shared with Marketing Dive.
To celebrate the partnership, the cosmetics brand released a two-minute video parodying the style of televised sports competitions. Olympian Gabby Douglas and actor Patrick Warburton act as sportscasters in the clip, providing commentary on three different walkers as they compete.
Developed in collaboration with agency Movers+Shakers, the parody incorporates a popular TikTok trend and leverages Olympic excitement. The “Hot Girl Walk Championship” parody aims to further establish E.l.f. as an entertainment brand.
E.l.f. is leveraging a social media trend to promote its Power Grip Dewy Setting Spray through a sportscast-style parody. Douglas and Warburton appear side-by-side in a creative clip that highlights “hot girl walks” and Olympic hype. The parody includes a new sponsorship and product bundle, reinforcing E.l.f.’s identity as an entertainment brand.
“The genesis of the Hot Girl Walk Championship is two-fold: first, our community and even our e.l.f. employees are enthusiastic about group walks; second, our community loves the makeup-gripping and staying power of Power Grip Dewy Setting Spray,” said Chief Brand Officer Laurie Lam in a statement.
Hot Girl Walks, typically four miles long, focus on mindfulness. The parody depicts challenges such walkers face, such as leaf blowers, with Douglas and Warburton providing sports broadcast-style coverage. The “championship” winner used Power Grip Dewy Setting Spray to set their makeup before the walk. Hot Girl Walk creator and founder Mia Lind makes a cameo as a judge.
To link the parody to real-life events, E.l.f. will sponsor a Hot Girl Walk event in Miami next month. This event will coincide with the launch of a Snapchat lens, enhancing the brand’s mobile channel efforts. E.l.f. has consistently embraced digital trends to engage younger consumers, recently launching a real-world commerce experience with Roblox, a gaming platform popular among young people.
Last month, E.l.f. continued its push into entertainment-led marketing, especially in digital and TV, with an Animal Planet-style ad featuring British actress and activist Jameela Jamil. The company increased its marketing spending to 25% of net sales in fiscal 2024, a significant investment that has helped the brand attract young consumers and boost sales.
