03.08.22
If you haven't heard of the NTWRK app, it's like the "QVC for Gen Z" —and e.l.f. is debuting a collection on the livestream shopping app. But it's not beauty, it's jewelry.
The beauty brand, with the name that means "eyes, lips, face," partnered with jewelry designer, Georgina Trevino launch its first-ever jewelry collaboration – ears.lips.face.
The new name is inspired by a Jeopardy! contestant's incorrect answer to a question about e.l.f., when he said "ears" instead of "eyes" —and the clip went viral. See a tweet of the clip on Twitter.
“After Matt Amodio answered ears.lips.face., our ears perked up. Our community wanted us to create something for the ears!,” explains Gayitri Budhraja, Chief Brand Officer, e.l.f. Beauty.
Raising Funds for Project Glimmer
Celebrating International Women's Day on March 8th, E.L.F. is premiering its limited edition ear cuff in a special drawing on the NTWRK app. See it in the photo above, via @elfcosmetics.Budhraja says, “We are always looking for unexpected ways to engage and entertain our fans, transcend beauty boundaries and own our place in culture. We are excited to launch the e.l.f. ear cuff as it gives us the opportunity to celebrate women with a unique piece of jewelry made by a talented woman designer and use an innovative shopping platform to bring this to life.”
Entries will be open for one week, and on March 15, at 2:30PM PST, the handcrafted e.l.f. ear cuff will be given away to ten winners announced live on NTWRK by on-air host Kylie Mar.
As part of e.l.f.’s mission to empower others, e.l.f. will donate $1 to Project Glimmer for each drawing entry, up to $25,000. Project Glimmer is a national nonprofit organization dedicated to inspiring every girl to envision and realize an empowered future.
Plus, Trevino will tell the story of her design process and collaboration with e.l.f. live on the NTWRK app on March 15, 2:30 p.m. PST.