E.l.f. SKIN is blending product marketing and comedy with “Sunhinged,” a comedy special that doubles as a PSA for sun protection.

• The special, which roasts the sun itself, is meant to raise awareness among Gen Z consumers.
• Nearly two-thirds (64%) of Gen Zers often skip SPF, and only 34% consider skin cancer prevention their top reason to use it, despite 50% experiencing severe summer sunburns, according to e.l.f. Beauty.

Why it matters: Instead of a conventional campaign highlighting the risks of skipping sunscreen, e.l.f. opted for a playful approach—one that resonates with Gen Z’s preference for humor and creativity.

“Core to e.l.f. is surprising and delighting our community, and we know that 75% of Gen Zers say they want brands to make them laugh,” said Ashley Rosebrook, chief creative officer at e.l.f. Beauty.

Photo credit: e.l.f. Beauty

The “Sunhinged” trailer debuted at the Tribeca Festival while the full special premiered on YouTube for wider reach.

• “The YouTube Premiere allows us to create a digital live event accessible to anyone online, bringing our community deeper into our brand,” said Rosebrook.
• About a quarter of YouTube viewers are Gen Z, the generation with the largest share on the platform, according to a March EMARKETER forecast.

Hosted by comedian Marie Faustin and featuring Meghan Trainor, Heidi N’ Closet, Andrea Jin, and Jon Rudnitsky, the special was shaped by a talent strategy rooted in co-creation.

Photo credit: e.l.f. Beauty

“We’re always intentional about partnering with people who share the same values–having a kind heart and a desire to disrupt,” Rosebrook added. “Because of this, we create with our talent instead of for them, leaving room for them to bring their own personality and wit to our campaigns.”

Bottom line: By weaving humor into its product-centric content, e.l.f. aims to deepen its connection with Gen Z and broaden its cultural resonance.

• This strategic shift is reflected in the campaign’s KPIs, which prioritize reach-based metrics like video views, impressions, and earned media over direct conversions.
• And e.l.f. isn’t alone—23% of marketers worldwide plan to invest in humorous content in 2025, according to HubSpot data from December 2024, signaling a trend toward entertainment-driven engagement.

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