Basing payouts on views and engagement — rather than ad revenue — may appeal to microinfluencers and amateur creators looking to experiment with short-form video.
New messaging designed to underpin the brand's marketing over the next year honors riders and how movement can connect them to the world outside.
Visitors to the pop-up mall store can unlock AR, gamified experiences and product recommendations through a WeChat mini program.
The deal with TikTok and Enthusiast Gaming reinforces E.l.f.'s commitment to empowering women in the historically male-dominated gaming world.
The brand's eighth appearance at the awards show kicked off a broader campaign that includes homepage takeovers, Twitter activations and more.