How far would you go to show off a good hair day? For e.l.f. Cosmetics, apparently all the way to space.
The brand is back with the latest installment of its debut haircare campaign from Tombras, this time featuring an astronaut whose hair looks so good she refuses to cover it with a helmet.
Directed by Ulf Johansson, the new 30-second spot, “Astronaut,” continues the campaign’s playful attack on traditional haircare advertising. Instead of glossy hair flips, beauty experts and before-and-after demos, e.l.f. and Tombras are leaning into absurdity.
The campaign launched with Bigfoot flaunting his hair:
Now an astronaut is choosing great hair over basic survival in a zero-oxygen environment. Watch below:
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“The haircare category is one of the most formulaic, expected categories when it comes to its marketing,” said Avi Baliga, chief creative officer at Tombras.
Baliga added, “e.l.f. has completely upended the category with its amazing new line of products. We wanted to do the same with the marketing. So instead of the usual hair models, experts, and before/after demos, we launched with Bigfoot and astronauts who choose their hair over helmets, even in zero-oxygen environments. It’s always a pleasure to work with brands that have provocation and disruption built into their DNA, and e.l.f. is the very best when it comes to this.”
Baliga said e.l.f.’s new product line gave the agency permission to disrupt the advertising around it, too. “So instead of the usual hair models, experts and before/after demos, we launched with Bigfoot and astronauts who choose their hair over helmets even in zero oxygen environments,” he said.
The spot rolls out this week across digital, social, YouTube, and online video.
For e.l.f., the message is simple.
Some hair days are just too good to hide.
