Tinder Partners with ELF Cosmetics to Help Daters Feel Confident
Contributed by: kellyseal on Monday, October 07 2024 @ 12:07 pm
Last modified on Monday, October 07 2024 @ 12:16 pm
Tinder has partnered with e.l.f. Cosmetics in a new collaboration to promote self-confidence and self-expression when heading out to meet someone new.
The partners are launching the “put your e.l.f. out there” Vault collection, which introduces new beauty products designed to help Tinder users “face the first date.” The collection includes three exclusive products: All Slick, No Ick Face Primer and Set-uationship Setting Mist, packaged in a “Flame Changer” makeup bag.
In addition to the exclusive products, the collaboration includes the dating app-focused Tinder Box Lip Trio, which has lip oils like Spice Things Up and Keep Your Cool. The makeup also includes a red lipliner called Red-Y for Anything.
The idea for the collaboration began with a study that found 35 percent of singles see first dates as a great opportunity to try new makeup looks. Researchers at Censuswide, a member of the British Polling Council, surveyed over 4,000 daters ages 18 and up across the UK and US in late August.
"Confidence is key when sparking new connections. Your bravest, funniest, most-charming self shines through when you look and feel your best," said Melissa Hobley, Chief Marketing Officer at Tinder, in a press release[*1] . "The majority of Tinder users are 18-30 years old, so working with their favorite beauty brand was a no-brainer. Nearly half (46%) of surveyed singles saying they notice when their date has spent time on their appearance.”
e.l.f. Beauty Squad members can also get access to Tinder Gold for only $1 or 1GBP for the first month, which gives them unlimited Likes, Passport, and more.
Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty, said in the joint release: "We draw inspiration directly from the pulse of our communities and translate it into bold action. Knowing 80% of singles in the study said having a get-ready routine impacts their confidence on a first date, we created products to help them feel like their most empowered selves."
The collaboration launched with an ad campaign as well, showing how a bold look can help with first date nerves. The video captures the ups and downs of dating featuring TV star and social media influencer Harry Jowsey in a first date scenario.
Hobley added: “Together with e.l.f., we’re proud to empower more singles to embrace all the pre-date butterflies, the optimism, and even a bit of the nerves so that they can face the first date with a confidence born from bold self-expression."
The products are limited editions, available for purchase at elfcosmetics.com or elfcosmetics.co.uk while supplies last.
For more on the dating app, check out our Tinder review.