Despite being some of the most passionate consumers of cosmetics, Latinas, and especially Afro-Latinas, are often overlooked in beauty advertising. As the brand that stands for inclusivity and every eye, lip, and face, e.l.f. Cosmetics wanted to shine a spotlight on them. So we set out to honor Latin women with “ojos. labios. cara.” a song and music video that celebrates the power of the eyes, lips and faces of the Latin Community. 

In order to speak to this diverse community, we knew we had to meet them on their own terms, in their own language. So we collaborated with Colombian superstar Manuel Turizo. This Gen Z idol uses his extensive platform and intimate connection with his fanbase to advocate for equality and empowerment, making him the perfect fit for the campaign.

To celebrate Latina makeup styles, we went back to the 1940s, an era when Pachucas wore makeup as a political statement. In a society that was trying to silence them, they developed styles you couldn't ignore – bold wingtips, bright lips, and a maximalist look that spoke volumes. This look is more than a makeup aesthetic – it’s a visual representation of female struggle and rebellion against the patriarchy.

The music video was released on YouTube, and the song dropped across multiple music streaming platforms. We measured our success based on two criteria–video views, and online streams. The results blew all existing e.l.f. records out of the water, with views higher than 99.99% of YouTube videos, over 300 cross-platform views, and a coveted place on Spotify’s “Hottest of the Week” playlist.

Beyond celebrating Latin beauty, our main objective with this music video was to portray the Latin community in its true essence. And most importantly, to ensure they felt seen.