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ELF Spotlights Soft Glam Foundation in Spooky New Campaign

Brings horror and humor to a relatable beauty nightmare.

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By: Lianna Albrizio

Associate Editor, Happi

ELF Cosmetics is spotlighting its new Glam Satin Foundation through the eyes of “Unglammy Valley.”

A playful twist on the “uncanny valley” phenomenon, the campaign brings horror and humor to a relatable beauty nightmare: a foundation base gone wrong.

The campaign highlights the so-called “horror” of makeup mishaps due to cake-y or mismatched foundation shades by offering ELF’s Soft Glam Satin Foundation as a viable solution.

According to the brand, one is purchased every eight minutes. Available in 36 shades, ELF Cosmetics’ Soft Glam Foundation formula is designed to deliver soft, natural-looking skin with a subtle glow and satin finish, per the brand. Infused with 1% Hydrating Hibiscus Complex, plus guava, blueberry and goji berry extracts, it hydrates without clogging pores.

Watch the “Unglammy Valley” campaign here:

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