Creator product launches can be big business for both influencers and brands. But what happens next?
Mikayla Nogueira decided to answer that question with a unique stunt. The Massachusetts-bred beauty guru became e.l.f. Cosmetics‘ CEO for a single day to promote the restocking of her Mikayla Marriage Material Lip Duo product line.
Nogueira, her partners at agency Viral Nation, and e.l.f. first launched Marriage Material in June 2023, and it was sold out within minutes. The line takes its name from Nogueira’s own nuptials, as the Streamy Award winner wore the lip product she designed on her wedding day.
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A fast-selling creator product is great news, but many of those products struggle to live up to their initial hype. Sometimes, the factors driving sales are beyond creators’ and brands’ control. In other cases, product lines that launched to much fanfare struggle to keep up with the hype.
Nogueira, e.l.f., and Viral Nation came up with a novel idea that reinvigorated interest in the creator’s lip line. With Marriage Material due for a restock, e.l.f. named Nogueira as its CEO for one day only. Her first order of business: Mandatory brat summer vibes for all company execs.
@mikaylanogueira new CEO of @e.l.f. Cosmetics coming in hot 👀 BRB… ADDING CEO TO MY RESUME 👀👀👀 #ceo #makeup #beauty #elf #elfxmikayla #elfceo ♬ 365 – Charli xcx
The stunt turned heads and helped the Marriage Material restock go nearly as big as the initial launch. The product reached #1 on the TikTok Shop U.S. charts and sold out all of its new inventory in just 10 hours. According to Viral Nation, Nogueira’s posts supporting her “promotion” have drawn 19 million combined views while generating an Earned Media Value of $857,195.
Viral Nation VP of Client Services Alice Fenwick described the stunt as an opportunity to put “Mikayla’s creative spin” on a concept that can benefit from a jolt of excitement. “We jump at the chance to create a surprise and delight moment for our community,” added e.l.f. VP of Integrated Marketing Patrick O’Keefe in a statement. “The return of Mikayla’s instant-sellout lip kit exceeded our expectations in every way!”
With Marriage Material off the shelves once again and Nogueira back from her stint at the top of the e.l.f. ladder, the short-form star will return to her regularly scheduled programming. She is one of the biggest beauty creators on TikTok, with nearly 16 million followers over 1.5 billion total likes on her videos.
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