Score
E.l.f. jams to second music album under entertainment marketing arm
E.l.f. is expanding its brand strategy by launching a second music album, 'Mirror Mix', which showcases rising artists and leverages partnerships with platforms like Genius. This move highlights the brand's commitment to entertainment marketing as a means to engage consumers and enhance brand loyalty through innovative content.
Marketing Dive: “Mirror Mix” features seven rising artists and will be promoted through a partnership with lyrics platform Genius around its Open Mic content series.
E.l.f.'s strategy to release a music album under its entertainment marketing arm is significant for the brand industry, showcasing a creative approach to consumer engagement, while also being relatively novel in its execution within the beauty sector.
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