E.l.f. gets in on hot girl walk TikTok trend in time for Olympics [Video]

Dive Brief:

• E.l.f. is the first official beauty partner of Hot Girl Walk, a fitness organization which encourages movement among women, according to information shared with sister publication Marketing Dive.
• To mark the partnership, the cosmetics company released a two-minute video meant to parody the look and feel of televised sports competitions. Olympian Gabby Douglas and actor Patrick Warburton serve as sportscasters in the clip, giving a play-by-play commentary of three different walkers as they compete.
• The parody, developed in partnership with agency Movers+Shakers, incorporates a popular TikTok trend while also tapping into Olympic hype. The “Hot Girl Walk Championship” parody seeks to further establish E.l.f. as an entertainment brand.

Dive Insight:

E.l.f is embracing a social media trend to promote its Power Grip Dewy Setting Spray with a parody done in the style of a sportscast. Douglas and Warburton sit …