ELF Cosmetics is packing its bags for the fragrance aisle with the launch of ELF Pop, a new fragrance and body care collection inspired by destinations around the world.
The range debuts with Tromsø, a holiday-themed collection inspired by the Norwegian city, featuring a fragrance mist, body cream, and a travel-size set.
According to company, the Pop name pays homage to its Jelly Pop mini fragrance collection created in partnership with H&M earlier this year.
The debut Spicy Bundt Nice scent blends notes of “holiday spice cake, orange zest, cardamom, buttercream frosting, cedarwood, and warm musk”.
ELF collaborated with Norwegian artist Esra Røise on the collection’s packaging and campaign visuals, while musician Skaar created the soundtrack for the launch.
“ELF Pop is our next bold leap as we stretch into new playgrounds and categories,” said Oshiya Savur, CMO of ELF Beauty.
“Each intentionally selected destination in the ELF Pop collection is designed to transport you somewhere you want to be – to make you feel something personal and special.”
The company said additional destinations, scents, and products will join the ELF Pop collection in January next year.
- Further reading: ELF Beauty posts 30th straight quarter of sales growth.
