9 months ago
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According to Dan Murphy, svp of marketing at water and beverage company Liquid Death, it’s a bit of a “happy accident” that the company’s collaborations with megabrand E.l.f. and the Netherlands-founded grooming brand Reuzel launched within a week of each other. The E.l.f. collab, dubbed “Corpse Paint,” launched on March 26 and sold out in 45 minutes. And on April 2, Reuzel dropped its $22.95 Severed Head Strong Hold Clay Pomade, infused with Liquid Death’s mountain water. It also features imagery of a Liquid Death can on the packaging.
The E.l.f. collab, which riffed on the goth aesthetic, centered on a $34 box set made up of five products: the Dead Set Matte Magic Mist & Set setting spray, the Kiss of Death O Face Satin Lipstick in a black shade dubbed All Night, the Eye Die No Budge Cream Eyeshadow in white, the Dead Line H2O Proof Eyeliner Pen and a brush called Brush with Death. It was sold on E.l.f.’s e-commerce site.
Kory Marchisotto, E.l.f.’s CMO, said she has been a fan of Liquid Death since its launch in 2019. “When I think about who is on a one-way path of disruption and who has taken a stale, boring industry, flipped it on its head and brought in electroshock excitement that nobody thought possible, it’s E.l.f. in the cosmetics aisle and Liquid Death in the water aisle and beyond,” she said, regarding the motivation behind the partnership.
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