From Adweek · Mitchell Parton · · 1m 20s
E.l.f. Cosmetics Taps Joaquina as Ambassador
The makeup brand names Latin Grammy winner Joaquina as brand ambassador and releases an original song with her for its second music album.
In brief
The makeup brand names Latin Grammy winner Joaquina as brand ambassador and releases an original song with her for its second music album. E.l.f. is building a music and entertainment strategy that prioritizes authentic artist partnerships over traditional branded content. Originally reported by Adweek.
E.l.f. names Joaquina brand ambassador
E.l.f. Cosmetics named Venezuelan music artist and Latin Grammy winner Joaquina as its brand ambassador alongside the release of an original song.
Joaquina releases 'Ya no estoy' with e.l.f.
Joaquina collaborated with e.l.f. on the original song 'Ya no estoy' for the brand's second music album, 'Mirror Mix,' which features seven artists total.
Creative freedom shaped the collaboration
E.l.f. gave Joaquina freedom to write about her own experiences with self-love and independence, making the song feel natural rather than forced.
“For me, it was really important that it still came from a genuine place.”
E.l.f. Made expands entertainment strategy
E.l.f. launched e.l.f. Made in 2024 as an entertainment arm to engage customers through music, gaming, and sports beyond traditional cosmetics marketing.
Joaquina prioritizes authenticity in deals
Joaquina says she only accepts brand partnerships that feel genuine and allow her creative input, like her JCPenney clothing line and e.l.f. collaboration.
“The most important part for me when saying 'yes' to the collab was it needed to feel authentic.”
Latin music talent drives brand strategy
E.l.f.'s chief marketing officer noted that Latin music continues to grow in popularity and Joaquina represents the new generation of Latina talent.
What it means
E.l.f. is building a music and entertainment strategy that prioritizes authentic artist partnerships over traditional branded content.
