Channel 4.0 inks first branded deal with cosmetics house e.l.f

The commercial partnership includes a branded YouTube series and broadcast of a viral ad this week.

Channel 4.0, the digital-first brand for YouTube from Channel 4, has secured its first brand deal with cosmetic company e.l.f.

The Fair Trade Certified make-up line will become the YouTube brand’s Official Beauty Partner under the deal.

The ‘viral’ advertisement, starring actress Jennifer Coolidge, premiered during the NFL Big Game last month, and aired on Channel 4.0 with the e.l.f (which stands for ‘eyes’, ‘lips’, ‘face’)trailer on 16 March.

Christine Cassidy, Vice President and General Manager at International, e.l.f. Beauty said: “e.l.f. is all about disrupting norms, shaping culture and connecting communities, and teaming up with Channel 4.0 not only connects these dots but takes us further into entertainment. We are excited to reach new audiences and show that beauty is for every eye, lip and face.”

Branded YouTube series

The e.l.f-branded series for YouTube will follow the initial launch later this year.

Louise Temperley, General Manager at Wavemaker Select, which fostered the commercial partnership, said: “This scale of partnership is a first for e.l.f. in its epic growth journey in the UK. We’re delighted to broker a deal with a partner who is a great strategic fit, shares values, is spot on with Gen Z and has the same unrivalled passion for creativity and innovation.”

Since its launch last October, Channel 4.0 has commissioned 16 series, with more said to come.

David Amodio, Deputy Head of Commercial Innovation and 4Studio at Channel 4 added: “4.0 is a channel launch rooted in British youth culture and has got off to an incredible start. We’re hugely passionate about working with like-minded brands to create authentic content that lands with young audiences and therefore over the moon to be working with e.l.f.”