At first glance, a beauty brand partnering with The Weather Channel seems odd. Yet eight out of 10 women change their personal care or beauty routine with the weather, according to a survey by IBM, The Weather Channel’s parent company.
“It’s pretty astounding when you stop and consider the impact of weather — how it can influence so many of our decisions and behaviors, including our cosmetics routine,” Randi Stipes, IBM’s VP of brand marketing and chief marketing officer of IBM Watson Advertising and The Weather Company, said in a statement.
E.l.f. Cosmetics is leaning into this data for a new holiday campaign that announces the restock of the brand’s Halo Glow Liquid Filter, a skincare-makeup hybrid that hydrates skin and boosts complexion. The product has a strong following on TikTok, with the hashtag #elfhaloglowliquidfilter reaching almost 52 million views. (For reference, the rival Flawless Filter from Charlotte Tilbury has around 13 million views.)