e.l.f. Cosmetics is entering Brazil with a campaign built around a national pastime: gossip. Created by 72andSunny Amsterdam, e.l.f.ofoca plays on the Portuguese word “fofoca,” meaning gossip, and uses Brazilian slang and idioms to place the beauty brand directly into the conversation.
The campaign stars Brazilian singer, actress, and digital creator Any Gabrielly (6.2m followers) and spotlights three of e.l.f.’s most recognizable products: Power Grip Primer, Glow Reviver Lip Oil, and Camo Liquid Blush.
According to Sephora, e.l.f.ofoca is the first bespoke campaign created by a global brand specifically for Sephora Brazil.
Rather than simply translating existing global work, 72andSunny Amsterdam built the campaign around Brazilian language and cultural expression.
Three films anchor the launch.
Absolute Cinema draws from the slang phrase “absolute cinema,” used to describe something so good it feels movie-worthy.
Fire on the Playground is inspired by “fogo no parquinho,” literally “set the playground on fire,” a phrase used to describe stirring up a commotion.
And Shopping Bag Mouth comes from “boca de sacola,” literally “shopping bag mouth,” Brazilian slang for a blabbermouth.
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The result is a market-specific campaign that uses local humor and phrasing rather than generic global beauty language.
The Brazil launch also extends a broader relationship between e.l.f. and 72andSunny Amsterdam.
The agency has worked on global campaigns including Unglammy Valley, No Jumbo Left Behind and the Super Bowl spot Melisa, while also helping e.l.f. enter new international markets including Germany, Mexico and now Brazil.
For e.l.f., the strategy is clear: arrive globally, but speak locally.
And in Brazil, that means making sure everyone has something to talk about.
