e.l.f. cosmetics will be the first brand to trial ecommerce across Channel 4.0 content – the broadcaster’s digital-first strand on YouTube.
The Ready or Not?! social branded series will see content creator, Adeola Patronne and special guests, dive into unfamiliar worlds of work while “expressing their true selves through style, makeup, and skincare.”
The cosmetics brand will also have shoppable links alongside each episode, so people can purchase products as they appear in the show.
There will be additional content across Instagram and TikTok.
“Ready or Not?!’, like 4.0, reflects British youth culture today. It’s funny, boundary-pushing, and empowers viewers to stay true to themselves,” said David Amodio, Deputy Head of Commercial Innovation and 4Studio at Channel 4.
“We’re excited to enter the next phase of our partnership with e.l.f. and look forward to continuing to develop our relationship in the future.”
The partnership was brokered by Jodie Miles, Content Lead at 4Sales and e.l.f.’s media agency, Wavemaker.
“This partnership and campaign, with its adrenaline-fueled surprise challenges, aligns perfectly with e.l.f.’s vision to disrupt norms, shape culture and connect communities. We cannot wait for our community to check it out,” added Lauren Thornton, AVP, International Marketing at e.l.f. Beauty.
The series was created and produced by Wall of Productions and debuts today.
