e.l.f. Beauty Power Grip Primer Sticky Merch
In March 2023, e.l.f. launched a new sticky merch line inspired by the viral Power Grip Primer off the heels of e.l.f.’s huge Super Bowl moment. Our target was Gen Z (and primer fanatics) and their love of customization in the fashion & style. The merch featured a letterman jacket in four sizes, a hat, slime and a set of 8 velcro patches for customizing the clothing. e.l.f. donated a portion of merch proceeds to the Whale and Dolphin Conservation, to inspire and engage young girls in marine life conservation and help them discover career pathways rooted in STEM.
Creative Direction Livia Soong | Photography Ethan Newmyer & Sam Victoria
Power Grip Primer Sticky Merch Sustain
To help sustain the momentum of the Sticky Merch Shop, D1A shot an array of product and lifestyle assets that focused on the limited-time merch.
