E.l.f. cosmetics is seeking to tap the power of celebrity with its new digital series, Vanity Table Talk. Last month’s premiere episode featured White Lotus star Jennifer Coolidge, and episodes slated for release this summer will feature actress and singer Ashley Park and comedian, writer and musician Ziwe.
Much like the TikTok-native Get Ready With Me (GRWM) series, the guests sit solo at E.l.f.’s vanity and apply products while storytelling and reacting to questions from off-camera. Vanity Table Talk’s goal is to inspire viewers to celebrate their own unique beauty, using makeup and skincare as a tool for self-expression and empowerment. The episodes will include E.l.f. “holy grail” products as well as new item launches, including expansions to the brand’s viral primer portfolio, lip products, summer skincare essentials and more.
Coolidge, an outspoken animal rights activist, has been a long-time fan of E.l.f.’s cruelty-free products. She shared funny insights into her relationship with makeup, including her daily routine and her ideal lipstick name. Additionally, Coolidge empowered the brand to make a $100,000 donation to Rise for Animals, a nationwide animal rights organization.
“E.l.f. has been engaging with culture through the lens of entertainment for years, so a bonafide content series was a natural and fun progression for the brand,” said Patrick O’Keefe, VP of Integrated Marketing Communications at E.l.f. Cosmetics in a statement. “We want Vanity Table Talk to bring a smile to every eye, lip and face that watches it. Jen, Ashley and Ziwe all align with the spirit of the show, and each represent the very best of beauty — they’re confident, authentic and beautifully unique.”
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The series was produced by Shadow, the brand’s long-term creative marketing and communications agency.
