Beauty giant E.l.f. Beauty is tapping into the power of sound to foster kinder social media environments and combat the pervasive issue of doomscrolling. Timed with World Kindness Day on November 13, the company has launched "The Sound of Kindness," a social-first campaign developed in collaboration with skincare brand Beekman 1802 and research partner Kindness.org.

The initiative is rooted in research suggesting that audio can significantly enhance emotional wellness. The campaign aims to interrupt users' feeds with positive, calming audiovisual stories, encouraging a shift away from negative content consumption. This strategy aligns with E.l.f.'s broader commitment to purpose-driven marketing, leveraging insights that highlight the benefits of kindness for individual well-being.

Campaign Highlights and Digital Activations

"The Sound of Kindness" campaign features unique audiovisual content from across E.l.f. Beauty's diverse portfolio, including E.l.f. Cosmetics, E.l.f. Skin, Well People, Alicia Keys' Keys Soulcare, Naturium, and the recently acquired Rhode (founded by Hailey Bieber). These stories are designed to be feed-interrupting and inspiring:

  • E.l.f. Cosmetics and E.l.f. Skin will transform product sounds into soothing ASMR content, evoking natural elements.
  • Rhode's contribution focuses on the calming sound of running water, paired with visuals of a bubble bath.
  • Beekman 1802 will feature playful baby goats, a nod to their brand's key ingredient.
  • Kindness.org will share an instrumental rendition of "You Are My Sunshine."

Each piece of content is coupled with a call-to-action, encouraging users to "pay it forward" and share these uplifting moments with others.

@elfyeah this is your sign to pause, listen, and relax this #WorldKindnessDay ❤️ did you know natural sounds can actually lower stress and boost positive vibes ✨ we’re proud to collaborate with @Beekman 1802 , @Well People , @Keys Soulcare , @Naturium , and @rhode skin on this meaningful campaign inspired by research from @Kindness.org ❤️ what sounds inspire kindness for you ❤️ #elfcosmetics #eyeslipsface #makeupasmr #soundbath ♬ original sound - e.l.f. Cosmetics

Beyond social media feeds, E.l.f. and Beekman 1802 are expanding their World Kindness Day partnership into the metaverse. Following a successful collaboration last year, they are returning to Roblox with an immersive world filled with calming sounds. Launching on November 13, this experience allows players to discover baby goats and welcome them to a "Kind Farm," further reinforcing Beekman 1802's brand identity. E.l.f. first ventured into Roblox in 2023 with "E.l.f. Up!," an experience designed to teach financial literacy to Gen Z.

Additionally, E.l.f. will host a special livestream on its E.l.f. You! Twitch channel on November 13 at 4 p.m. EST. The event will feature Beekman 1802 co-founder Dr. Brent Ridge, Kindness.org Chief Science Officer Dr. Oliver Scott Curry, and sound therapist Adrian DiMatteo. They will delve into the science of sound and collaborate to create an E.l.f. Beauty-inspired soundscape for the community.

E.l.f.'s Commitment to Purpose

This latest campaign underscores E.l.f. Beauty's consistent integration of purpose into its marketing strategy. The brand recently launched "Give an e.l.f.," a global campaign tied to its annual Impact Report, which showcases achievements in areas like culture and environmental responsibility. A year prior, E.l.f. introduced "Dupe That!," inviting other companies to join its efforts in making a positive societal impact. By focusing on emotional wellness and combating digital negativity, "The Sound of Kindness" further solidifies E.l.f.'s position as a brand dedicated to more than just beauty products.