e.l.f. Cosmetics has joined forces with Grammy Award-winning singer, songwriter, multi-instrumentalist, and e.l.f. fan Meghan Trainor in a new high-flying multimedia campaign for Cloud Skin, a limited-edition complexion bundle. 
 
This marks the third creative collaboration between e.l.f. and Trainor. In this campaign, they reimagine the traditional “in-flight safety video” to guide viewers on achieving a dreamy, soft-focus Cloud Skin glow.
 
This campaign marks the launch of e.l.f.’s new complexion holy grail, Halo Glow Powder Filter—a light, buildable, ultra-fine pressed powder that blurs the appearance of skin and reduces shine for a soft-focus glow that lasts. 
 
Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty., said, 
 
“From the moment we envisioned Meghan as the captain of e.l.f. Air, we knew this collaboration wasn’t just about taking flight—it was about redefining the boundaries of creativity and connection with our community. Meghan’s unparalleled charisma and creative vision perfectly embody the spirit of Cloud Skin: bold, transformative and effortlessly accessible. Together, we’re not just creating a campaign; we’re charting a new course for beauty innovation that inspires and empowers everyone to glow their own way.”
 
The campaign goes beyond your average pre-flight safety video, pushing boundaries, as e.l.f. again placed women at the helm, with Trainor cast as the first captain of e.l.f. Air. 
 
This also challenges aviation norms, as men comprise over 90% of pilots globally.¹
 
The e.l.f. Cosmetics x Meghan Trainor Cloud Skin Bundle will debut on January 28, 2025, and feature Trainor’s signature Cloud Skin products and a custom merch item.

• Halo Glow Liquid Filter: A beauty community favorite, this skincare-makeup hybrid provides luminous, dewy skin.
• New Halo Glow Powder Filter: This complexion innovation delivers a soft-matte, blurred finish that is also radiant.
• New Glow Reviver Lip Glimmer in Princess Cut: This high-shine lip oil brings a pop of sparkle to your lips.
• Limited-Edition e.l.f. Eye Mask: For an added touch of TLC with soft, cloud-inspired material to enjoy soothing darkness while you sleep. 

The campaign can be found across e.l.f.’s digital channels and on the Uber rideshare app. The video will play in-app for select, targeted riders booking a car to an airport in the U.S. and UK, with direct links to shop the Halo Glow collection.
 
The campaign was conceptualized, cast, produced, and scripted by ‘SHADOW’, e.l.f. Cosmetics’ long-term creative marketing and communications agency.

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Reference:

¹  The Civil Aviation Authority (CAA)