Mail slow? View this month’s issue, right online!
Our digital version is easy to share with colleagues. See this month’s issue and digital versions of previous issues too.
Get your products and services in front of thousands of decision-makers. View our print and online advertising options.
A one-on-one interview conducted by our editorial team with industry leaders in our market.
Discover the newest promotions and collaborations within the industry.
Easy-to-digest data for your business.
Shampoos, conditioners, colorants and styling products created by leading industry suppliers.
Creams, serums, facial cleansers and more created by leading suppliers to the skincare industry.
Detergents, fabric softeners and more created by leading suppliers to the fabric care industry.
Eyeshadows, lipsticks, foundations and more created by leading suppliers to the color cosmetics industry.
Bodywashes, and bar and liquid soaps created by leading suppliers to the personal cleanser industry.
Hard surface cleaners, disinfectants and more created by leading suppliers to the home care industry.
Eau de parfums and eau de toilettes, body sprays, mists and more created by leading suppliers to the fragrance industry.
UV lotions and creams, self-tanners and after-sun products created by leading suppliers to the suncare industry.
A detailed look at the leading US players in the global household and personal products industry.
A detailed look at the leading players outside the US in the global household and personal products industry.
Looking for a new raw material or packaging component supplier? Your search starts here.
When you need a new manufacturing partner or private label company, get started here.
Who owns that? To keep track of leading brands and their owners, click here.
An annual publication, Company Profiles features leading industry suppliers with information about markets served, products, technologies and services for beauty, pesonal care and home care.
New products and technologies from some of the brightest minds in the industry.
A one-on-one video interview between our editorial teams and industry leaders.
Listen to the leading experts in the global household and personal products industry.
Comprehensive coverage of key topics selected by sponsors.
Detailed research on novel ingredients and other solutions for the global household and personal care industry.
Company experts explain what works and why.
Exclusive content created by our affiliates and partners for the household and personal care industry.
Exciting news releases from the household and personal care industry.
Our targeted webinars provide relevant market information in an interactive format to audiences around the globe.
Discover exclusive live streams and updates from the hottest events and shows.
Looking for a job in the household and personal care industry, search no further.
Follow these steps to get your article published in print or online
What are you searching for?
The campaign, created in collaboration with creative agency 72andSunny, comes to life through the two-episode telenovela-style series on TikTok and Instagram.
February 19, 2025
By: Lianna Albrizio
ELF Cosmetics has unveiled a new campaign: “Descubre e.l.f.ecto,” which translates to “Discover the ELF effect,” available at Sephora Mexico.
Created for ELF’s Mexico-based community, the “ELF-enovela” is a twist on the telenovela that captivates viewers with storylines inspired by the community-favorite, telenovela, while highlighting the brand’s commitment to inclusivity, accessibility and positivity.
“At ELF, we’re not just launching a campaign; we’re introducing a new era of beauty in Mexico. Our telenovela-inspired approach isn’t just about drama—it’s about delivering the unexpected magic! We’re disrupting the notion that premium beauty is exclusive for the privileged few by making the best of beauty accessible to the happy many,” said Kory Marchisotto, chief marketing officer of ELF Beauty. “’Descubre e.l.f.ecto’ is a culturally relevant and entertaining invitation to our community to experience high-quality beauty products without breaking the bank. We are rewriting the script of what affordable luxury can be.”
The campaign, created in collaboration with creative agency 72andSunny, comes to life through the two-episode telenovela-style series on TikTok and Instagram. Out-of-home amplifications in Mexico City, Monterrey and Guadalajara further extend the campaign’s reach across the country.
Featured products include brand favorites Power Grip Primer, Camo Liquid Blush, Brow Laminating Gel and Glossy Lip Stain. These products are available in-store at Sephora Mexico and online at sephora.com.mx.
Watch the first episode of “Descubre e.l.f.ecto” here:
Get the latest Happi news, insights and analysis in your Google Search and AI experiences.
Enter your account email.
A verification code was sent to your email, Enter the 6-digit code sent to your mail.
Didn't get the code? Check your spam folder or resend code
Set a new password for signing in and accessing your data.
Your Password has been Updated !
