GRWMusic was driven by the insight that music and makeup are deeply intertwined in Gen Z's self-expression rituals. Data showed that 89% of Gen Z women listen to music while getting ready, with 92% saying it boosts their mood and 76% believing it enhances their makeup process. Recognizing this connection, e.l.f. sought to create a cultural moment rather than a traditional marketing campaign.
Inspired by viral #GRWM video content online, we created Get Ready With Music, an objectively good, no-skips album for makeup users to play while getting ready to go out.
We tasked 12 emerging artists across different genres, backgrounds, and identities to write songs that they’d include on their own GRWM playlists and come together in a beauty-inspired album.
The release of GRWMusic became a huge success. The songs featured on the album garnered thousands of monthly listeners on Spotify, verifying that people were coming back to listen over and over again.
The campaign became a platform for showcasing and furthering the careers of underrepresented voices in the music industry and e.l.f. was able to serve its mission of empowering every eye. lip. and face.
Listen to GRWMusic here