Jennifer Coolidge now has her own lip kit with E.l.f. Cosmetics. The beauty brand has teamed up with “The White Lotus” star to launch Dirty Pillows: a box set featuring lip liner, lipstick, plumping lip gloss and a compact mirror.
In new imagery and videos released by the brand, Coolidge cuddles up in pink satin sheets. The campaign was co-conceptualized, cast, produced, and scripted by Shadow, E.l.f.’s creative marketing and communications agency.
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Coolidge dreamed up three new pinky nude shades, along with designing each product’s packaging. The Dirty Pillows lip kit ($25) includes E.l.f.’s fan-favorite O Face Satin Lipstick and Lip Plumping Gloss formulas in the colors Dirty Pillows and Swollen. The set also comes with a Cream Glide Lip Liner in the shade Fill Frontal, as well as a circular compact printed with the phrase “Lips are the mirror to your soul.”
“We set out to make Jennifer’s lip dreams come true, creating the custom shades and formula’s she was looking for to get her perfect pout,” said E.l.f.’s chief marketing officer, Kory Marchisotto.
The lip kit, which is available to purchase Sept. 27 on E.l.f.’s website, comes packaged in a box lined with pink satin.
After appearing in E.l.f.’s Super Bowl spot, an outtake from the commercial was posted to Coolidge’s social media in April. In the previously unreleased clip, Coolidge ponders naming her own shades of lipstick “Dirty Pillows” and “Swollen.” Thus, the idea for her collaborative lip kit was born.
“When working with Jennifer, you quickly understand that the best path forward is to give her total leeway to share her genius,” said Shadow’s executive creative director, Brian Vaughan. “We let her mind and its perfect, left-of-center lean be the seed from which things sprout. I think audiences will sense the joy and endless laughter that went into both the product and the campaign creative, and be quick to share Jennifer’s enthusiasm for the Lips First life.”
Coolidge made a name for herself appearing in romantic comedies like “Legally Blonde” and “A Cinderella Story.” It’s HBO’s “The White Lotus,” however, that’s taken her career to new heights. The hit anthology series follows a group of guests during their stay at a luxury resort. Season Two, which took place in Sicily, Italy, racked up several high-profile awards. “The White Lotus” won five Emmys and two Golden Globes, including two acting wins for Coolidge.
Jennifer Coolidge’s Dirty Pillows lip kit available Sept. 27 at elfcosmetics.com.