ELF Cosmetics Celebrates Return of ‘Holy Grail’ Halo Glow Liquid Filter with Digital Campaign with The Weather Channel and Pop Singer Meghan Trainor

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The East Coast may have only seen the first snow of winter 2023 with a dusting Sunday morning, but there’s an ELFing glow storm hitting New York City this week. 

Halo Glow Liquid Filter has returned to shelves.

On Tuesday Dec. 14, an ELF Cosmetics truck with backlit graphics flashing with a map of the US bearing the forecast “a 100% chance of glow” pulled up to the meatpacking district of Manhattan to the delight of curious passersby. Four ELF representatives in silver puffer jackets and polarized shades surprised brand fans by handing out its Halo Glow Liquid Filter in a holographic shopping bag full of other ELF glow cast goodies. 

Some 75,000 ELF consumers were on a waitlist for the Halo Glow Liquid Filter ($14) after a stint off the shelves when stock was sold out. And for good reason. The skincare-makeup hybrid contains top trending skin care actives such as squalane and hyaluronic acid, which give skin that coveted dewy complexion. The brand’s so-called “holy grail” product has been viewed more than 47 million times on TikTok. 

The 5-Day Glow Cast Bundle is $36 and can be purchased on elfcosmetics.com.

Learning that eight out of 10 consumers change their makeup routine according to the weather, sparked an idea at ELF to create a digital campaign with The Weather Channel and Grammy Award-winning and “Lips Are Movin” singer Meghan Trainor to bring its “Radiance Report” to the masses. ELF chose Trainor to head up the campaign because they felt she “glows from the inside out,” the brand said. 

“We are bracing for the first glow storm this holiday season,” said Patrick O’Keefe, vice president, integrated marketing communications of ELF Beauty. “ELF’s glow is fueled by force multiplying and delivering the unexpected. By tapping into The Weather Channel brand’s rich legacy coupled with Meghan Trainor’s brilliance in this campaign, we are reaching new audiences and showing that beauty is in the eye of the… glow storm.” 

‘Everyone Was Just Freaking Out’ 

On December 13 and 14, ELF Cosmetics handed out the brand’s Glow Bundle containing ELF’s TikTok viral bestselling items to achieve and keep that dewy complexion throughout winter. These included the Luminous Putty Blush, a lightweight yet buildable, putty-to-powder blush infused with argan oil and vitamin E; Bite-Size Eyeshadow Palette featuring four matte and shimmer shades in pink and blue ranges; Liquid Glitter Eyeshadow in “Ocean Eyes,” a deep winter blue; and Glossy Lip Stain in festive “Fiery Red.”

ELF enthusiasts received the Advent Calendar, which contained two dozen of the brand’s makeup staples.

The gift set ($36) also contains a 24-day Advent Calendar containing two dozen ELF staples such as Enhancing Lash and Brow Serum, Poreless Putty Primer and Holy Hydration Face Cream. 

The brand said the event was a success with fans on the street.

“Everyone was just freaking out,” said an ELF representative on scene Tuesday evening. “I think it is such an amazing gift. ELF has such amazing products at a super affordable price point, and they’re all bundled together in this Advent Calendar so it’s made for yourself or an amazing gift for anyone.”