Channel 4.0, Channel 4’s new digital-first brand for YouTube, has signed its first branded deal with e.l.f. Cosmetics.
The leading US teen cosmetics brand stands for eyes.lips.face. and is clean, vegan, cruelty free and Fair Trade Certified.
The commercial partnership deal is the first for Channel 4.0 and will see e.l.f. Cosmetics become the ‘Official Beauty Partner’ of Channel 4.0. Viewers will be able to watch e.l.f.’s recent viral advertisement which premiered during the NFL Big Game last month, followed by a new branded series for YouTube that will follow later this year. Wavemaker Select fostered the deal on behalf of e.l.f. Cosmetics.
