It has long been known that the fashion and cosmetics industries are interconnected and can draw inspiration from each other. This is what happened in the case of two brands, completely separate but equally loved by the young generation – American Eagle and E.l.f. Cosmetics. Both are known for their innovative and stylish designs, and this time they present a joint collection in which denim plays the main role.
Available at American Eagle stores and on the e.l.f. Cosmetics website, the collection will feature makeup products. Among other things, eye shadows, lipsticks and nail polishes. Denim itself, being a very popular material, can attract the attention of beauty customers.
Gen Z Brands?
Something that undoubtedly unites both companies is a common target group – young people. What else connects them and what makes them different?
American Eagle is a clothing brand that offers clothes for young people, especially students. It is currently one of the leading manufacturers of casual clothing in the United States. The brand focuses primarily on producing fashionable, comfortable and affordable clothing. It is known for its jeans, T-shirts and accessories such as bags and shoes. In addition, it often promotes positive slogans and encourages its customers to be themselves and express their personality through clothes.
E.l.f. (eyes lips face) is a cosmetics brand that also offers products at affordable prices, and therefore available to a wide range of customers. The brand is known for producing cosmetics that are in 100% vegan and not tested on animals. It has in its assortment products for eye, lip and face make-up, as well as brushes and accessories. E.l.f. promotes similarly widely diversity and equality, which attracts customers from different age, cultural and ethnic groups.
Both companies’ marketing strategies are playing well with Gen Z. Earlier this month, American Eagle beat earnings growth estimates. And E.l.f. was the No. 1 makeup brand, according to investment banking firm Piper Sandler, Gen Z.
Denim in the lead role
In fact, the collection includes: Denim Daze eyeshadow palette, Perfect pHIT lip balm, Get Cheeky clay mask and Eyes Lips Jeans makeup bag. Interestingly, the makeup bag is made from real American Eagle jeans. Its pockets and button closures give the real impression that it is a pair of altered jeans. Product prices range from $8 to $24.
American Eagle marketing manager Craig Brommers said: the denim used is in line with the brand’s commitment to sustainability. In 2019, American Eagle set clear sustainability goals for 2023. It pledged to recycle half of the water in its laundries, reduce water consumption by 30 percent in its jeans, and remove hazardous chemicals from wastewater. The brand also said it sources its cotton sustainably.
Media recognition
The news of this extraordinary collaboration quickly spread through the media, gaining wide support. Young people in particular, who are the brands’ main target group, are interested in the collection. The brands also seem pleased with the results of their joint work: “Combining our brands was not only magic for our communities, but also a reflection of our shared vision of the best in denim, beauty and culture.”
The owners of American Eagle and E.l.f. also note that what distinguishes Gen Z is the fact that young people increasingly focus on individual expression. Therefore, m arks simply allow customers to engage with who they want to be. And this is certainly the overriding condition for consumer trust. The denim collection enjoys ever-increasing popularity, and with it the positive image of two giants of their industries is growing.