Joey King is aware of the facility of primer.
The 25-year-old actress has teamed up with e.l.f. Cosmetics to introduce its new “eyes. lips. face. fandom.” marketing campaign that speaks on to sports activities fanatics — and followers of its best-selling Power Grip Primer.
In a hilarious video, King stars alongside Emily in Paris actor Lucien Laviscount to recreate a well-known — and sometimes awkward — state of affairs: assembly the dad and mom. Underneath the guise of superstition, King’s character dons a half-face of face paint in her crew’s colours all through your entire soccer season — together with whereas assembly Laviscount’s character’s dad and mom.
“So, you by no means take it off?” the dad and mom ask, earlier than the advert jumps right into a montage of King in waking up in mattress, pedaling away in a spin class and on the workplace, all whereas sporting her face paint.
The make-up stays put because of e.l.f. Energy Grip Primer, in fact.
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“There is a purpose it’s so beloved and so fashionable, as a result of it really works so effectively and the components is unimaginable,” King tells PEOPLE completely. “I am unable to say sufficient good issues about it.”
In a press launch, e.l.f. Magnificence’s Chief Advertising and marketing Officer Kory Marchisotto says that one Energy Grip Primer is bought each 3.5 seconds.
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“Fandom fueled by an e.l.f.ing wonderful group of undefeated lovers,” Marchisotto continues. “Our group is comprised of a ravishing tapestry of kindred spirits rallying round a shared ardour, not as a result of they match right into a field outlined by another person. We don’t enable stereotypes to restrict the viewers of our merchandise.”
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As she did on this yr’s romantic comedy A Household Affair, King showcases her humorousness within the e.l.f. marketing campaign.
“I cherished that he was as right down to get as ridiculous and humorous and foolish as I used to be and we simply had a lot enjoyable collectively,” she says of working with Laviscount. “I feel it is at all times good it is like a judgment free zone. You possibly can attempt various things. You possibly can embarrass your self and it isn’t embarrassing in any respect. And so I actually appreciated that.”
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Fortunately, the Emmy nominee’s real-life experiences along with her important different’s household is considerably much less awkward than her e.l.f. character’s. This vacation season, she’s excited to have a good time along with her husband, Steven Piet.
e.l.f. Cosmetics
“All of us are doing Secret Santa between my husband’s household and my household,” King says. “However what’s additionally cool is that Hanukkah begins on Christmas this yr, which does not at all times occur, in order that’s at all times actually enjoyable to start out celebrating Hanukkah throughout Christmas.”
King additionally sees the vacations as a chance to play with magnificence appears to be like.
“I love to do matching make-up to regardless of the vacation is,” the actress explains. “So on our Hanukkah dinner, I prefer to typically do blue eyeliner and typically I am going to use the H2O Proof Inkwell Eyeliner within the shade Bluebird.” King’s different e.l.f. favorites embrace the Pout Cloud Lip Plumping Pen and Lash EXNDR Mascara.
“I’ve grown up loving e.l.f.,” she says. “I began dabbling in make-up roughly once I was 13 years previous, and e.l.f. has been part of mine and my sister’s beauty lives for therefore lengthy. I imply, everybody is aware of about e.l.f. As a longtime fan of the model, it was simply actually, actually thrilling that they considered me [for this campaign] as a result of everybody’s at all times pondering of them.”
