e.l.f. Cosmetics Second "Makeup Over Makeup" Campaign by Madwell

Oct. 20, 2023

e.l.f.’s newest campaign, created and produced by independent full-service creative collective Madwell, launches its second episode today starring Bravo stars Scheana and Katie from Vanderpump Rules. For the second "Makeup Over Makeup" episode, Madwell, the creative ecosystem known for its disruptive work, set out to find a new culturally relevant pair who have publicly butted heads in the past: Can they make up over makeup? 

• THE CONCEPT: Applying makeup onto someone else is a bonding experience with a disarming nature. Madwell filmed the entire process and watched how these pairs navigated honest, vulnerable, authentic conversation, all thanks to the power of e.l.f.’s makeup.
• WHY VANDERPUMP RULES? After years of complicated, up-and-down friendship, in the most recent season, Katie and Scheana’s ongoing feud hit its peak when Scheana tried to set up another girl in the friend group with her soon-to-be-ex-husband, Tom Schwartz. Their drama was unresolved and overshadowed because of Scandoval, and fans want to know how it all ends. 
• THE EVOLUTION OF EPISODE 2: This episode uses an XR wall as a set piece to blur the lines between reality and artifice: having evolved from an LA soundstage for episode one to LED stages and Unreal Engine to replicate the already iconic "Chris and Ian" backdrop. This time with 5 cameras, a directorial and agency first.

The "Makeup Over Makeup" campaign features episodic content that will ask: what if we can get two people to make up while applying each other’s makeup? Could barriers be broken? Could common ground be found?; eliciting meaningful dialogue while doing one another’s makeup with skin-enhancing vegan and cruelty-free e.l.f. products. Starfish by Madwell, Madwell’s content creation branch, filmed and produced the episode.