E.l.f. and American Eagle lean into TikTok for new partnership

To spread the word, the brands will together debut a “Selfie to Belfie” marketing push that encourages customers to post both “selfies” of their faces and “belfies” of their butts on TikTok. The campaign will include an influencer content series with eight influencers including actress Carlacia Grant from hit TV drama “Outer Banks” using a custom TikTok community filter. The brands also co-created a custom song to debut as part of the campaign.

Despite the current backlash against TikTok in Congress and attempts by lawmakers to ban the app here, both e.l.f. and American Eagle are still heavily invested in the social media channel.

“We’ve seen this movie before,” said Kory Marchisotto, e.l.f.’s chief marketing officer. “We’re going to keep operating until which time something tells us to move in a different direction.” She noted that the bulk of her brand’s audience is among the 150 million Americans on the platform.

Brommers agreed.

“We know Gen Z is absolutely engaged in TikTok,” he said. “We’re going to continue to lean into TikTok and be aware of what’s going on but this hasn’t changed our marketing efforts with this collab or anything else we have going on.”