ELF’s ‘Von Zehn’ Campaign Redefines the Boundaries of Traditional Quality Product Reviews

ELF Beauty is aiming to transform the beauty landscape in Germany with its ELF Von Zehn campaign.

“Von zehn,” which translates to “11 out of 10,” celebrates the “absurdly good quality” of ELF’s affordable products, per marketers. Drawing inspiration from its community’s strong affinity for reviews and ratings, ELF blends humor with product testing, redefining the boundaries of traditional quality reviews and ratings.

“Germans are obsessed with a good rating. True to form, the German community bestowed upon us “ELF von zehn” – a rating that only ELF can own,” said Kory Marchisotto, chief marketing officer of ELF Beauty. “‘ELF von zehn’ embodies our connection to culture and community, harnessing the power of real people. By celebrating our community’s authentic perspectives through humor, we create a place of belonging that fosters positivity, inclusivity and accessibility for every eye, lip and face.”