Goth tradition is seeing a resurgence–thanks partly to Gen Z–and Liquid Death and e.l.f. Cosmetics are reuniting to lean into the darkness.
The magnificence model and non-alcoholic beverage maker have teamed up once more to launch a limited-edition line of “Lip Embalms,” increasing a partnership that beforehand went viral.
The new marketing campaign revives black metallic frontman Glothar, final seen in 2024’s “Corpse Paint” collaboration, through which the 2 manufacturers created a ghoulish make-up equipment that offered out in 45 minutes and racked up hundreds of views throughout social media.
The newest effort shifts the tone to theatrical absurdity. In a musical spot that feels nearer to a Broadway showstopper than a guitar anthem, corpse-painted rocker Glothar serenades his daughter concerning the surprisingly healthful joys of lip balm, whereas hinting at a brand new addition to the household.
The limited-edition assortment of lip balms is impressed by Liquid Death flavors, together with Severed Lime, Killer Cola, and Doctor Death, and is available in mini replicas of the beverage model’s cans. It can be out there on elfcosmetics.com and TikTok Shop beginning Jan. 14.
Created by the manufacturers’ in-house groups, the work doubles down on the identical shared artistic philosophy that fueled their first collaboration: “Normalize the bizarre,” mentioned Kory Marchisotto, e.l.f. Beauty chief advertising officer, who was recalling the phrases of Andy Pearson, vp of artistic at Liquid Death, throughout their first collaboration.
“Creating with the team at Liquid Death extended the limits of our imagination,” Marchisotto continued. “[This collaboration] is a continuation of what the people have been clamoring for at the intersection of our two brands–bold, bizarre, and bonkers.”
As a part of the marketing campaign, e.l.f. will invite customers to its UP! Roblox expertise, with gamers in a position to enter a Liquid Death-themed portal and try an impediment course that in the end results in the darkish depths of the beverage model’s Sweet Reaper Iced Tea.
Dan Murphy, svp of promoting at Liquid Death, mentioned the 2 manufacturers coming collectively once more was a pure match, even when repeating the success of Corpse Paint might show difficult.