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07/21/2021

E.l.f. Gets in an 'Electric Mood' at Target

Cyndi Loza
Associate Editor, P2PI
Cyndi Loza profile picture
a store inside of a building

Target is shining a spotlight on a new, exclusive cosmetics collection from TPG Growth's e.l.f. inspired by music artists Tove Lo, Pitizion and Tiana Major9. 

E.l.f's limited-edition "Electric Mood" line rolled out to target.com and Target stores on July 1. Ranging in price from $7-18, the e.l.f. Electric Mood lineup includes: 

  • Tove Lo skin balm highlighter, brush set, and brow and eye kit. 
  • Tiana Major9 eyeshadow palette, lip gloss and lip pencil, and "illuminating" skin elixir. 
  • Pitizion eyeshadow crayons and sheer lipstick. 

In stores, floorstands and table displays position the line as "new & only at [Target]." Google search ads and a promotional page on target.com additionally plug the new SKUs, which are also available via elfcosmetics.com. 

The collection is the result of e.l.f’s annual 2020 Beautyscape competition, which gives rising beauty enthusiasts a chance to build an original beauty collection. This year's collections were co-created by e.l.f. Beautyscape winners Emily Carden, Michael Brooks and Karol Rodrigues, each of whom were paired with one of the aforementioned musicians to design their respective collections. 

Target previously exclusively stocked e.l.f.'s "Retro Paradise" collection, the result of e.l.f’s Beautyscape 2019 competition. 

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