e.l.f. Cosmetics
e.l.f. Pachuca Video
- Content
Challenge
Beauty and academia rarely cross paths, yet both shape cultural identity and empower self-expression. e.l.f. Cosmetics wanted to pay homage to the pachuca culture of the 1940s, known for its unapologetic style and cultural pride, while celebrating the Latinx community’s ongoing impact on beauty and self-expression. How could e.l.f. authentically honor this legacy and inspire the next generation?
Solution
As the brand making beauty accessible to every eye, lip, and face, e.l.f. teamed up with Dr. Catherine S. Ramirez of UC Santa Cruz’s Latin American and Latino Studies (LALS) department to shine a spotlight on the empowering legacy of pachuca culture in their 2023 music video, “ojos. labios. cara” featuring Manuel Turizo. Through Dr. Ramirez’s video interviews, viewers learn how makeup is more than skin deep; it’s a tool for self-esteem and resilience.