Scottish actor Alan Cumming is set to become the voice of e.l.f. Cosmetics for their inaugural holiday campaign, marking a significant step in the brand’s efforts to embrace creativity and individual expression. The campaign, titled “e.l.f. Made to Stand Out,” is crafted entirely through handmade stop-motion animation, evoking a sense of nostalgia while promoting core values of self-expression, uniqueness, and inclusivity.
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In an interview with PEOPLE, Cumming expressed his admiration for e.l.f.’s commitment to artistry. “I love that e.l.f. has gone out of their way to find artists and make art,” he remarked. “In a time when marketing often feels generic, it’s refreshing to see a brand invest in a time-intensive, labour-intensive process like this.” The stop-motion animation is designed to resonate with audiences by recalling classic holiday tales, including the admired 1964 feature “Rudolph the Red-Nosed Reindeer.”
The campaign unfolds the story of three college friends—Kit, Echo, and Cleo—who return to their hometown for the festive season. As they prepare for what might turn out to be an awkward night out, they come to realise that the very traits they had previously questioned are what make them truly special. Cumming, who narrates the narrative, highlights the importance of storytelling in promoting the values of diversity and acceptance.
An insightful aspect of this collaboration is e.l.f.’s partnership with Apartment D, a stop-motion animation studio. Cumming noted that an impressive 90 per cent of the puppet team and 100 per cent of the animation team are women, aligning with contemporary efforts towards gender equality in the arts.
Each character prepares for their holiday outing using essential e.l.f. products. Kit, embodying the nurturing friend, opts for the Power Grip Primer, while the loquacious Echo selects the Glow Reviver Lip Oil. Meanwhile, Cleo, characterised as the bookish introvert, enhances her festive look with Thirst Burst Drops. These products not only serve a practical purpose but also reflect the unique identities of the characters.
Cumming himself frequently utilises e.l.f.’s Thirst Burst Drops and Glow Reviver Lip Oil in his daily grooming routine. He shared, “My number one rule is always hydrate. I keep the Thirst Burst Drops in my gym bag and use them every day.” He also enjoys a hint of lip colour, favouring the sheer and moisturising qualities of the Glow Reviver Lip Oil.
Beyond his use of e.l.f. products, the actor has integrated other elements into his grooming regimen, including sunscreen, which he applies daily, and a subtle touch of eyeliner. Cumming is celebrated for his flamboyant fashion choices and embraces the creativity that styling allows. “People love to paint me and dress me up,” he stated, reflecting on the imaginative looks he has donned over the years.
Cumming’s distinctive style has been further highlighted through his role as a host on the reality competition series “Traitors.” He noted how contestants have taken inspiration from his bold aesthetics. Observing the high standards of glamour and fashion among the participants, Cumming pointed out, “You’ve got to appreciate the level of effort they put in, running up and down hills and then still being able to turn up at table discussions looking fabulous.”
He notably commended fellow contestants such as Maura Higgins and Cynthia Bailey for their impressive hairstyles, describing the speed at which they manage to maintain their glam as admirable. When considering fashion, Cumming praised individuals like Lisa Rinna for their daring choices. He suggested that the diverse fashion narratives among contestants speak to their interpretations of celebrity culture.
In summary, Alan Cumming’s partnership with e.l.f. Cosmetics for their holiday campaign encapsulates a meaningful venture into artistry and self-expression. It is a celebration of individuality, gender representation in creative fields, and the delight of embracing one’s unique qualities. With its heartwarming storyline and nostalgic animation, “e.l.f. Made to Stand Out” not only highlights renowned products but also promotes an empowering message in an increasingly homogenised marketing landscape.