E.l.f. Beauty is breaking new ground by setting up activations at unexpected locations: state fairs. This move aims to tap into untapped regions that many beauty brands overlook, focusing initially on the Minnesota State Fair and the State Fair of Texas. This strategic pivot was inspired by eGen, one of the company’s agency partners, highlighting these venues as potential “beauty deserts,” according to Patrick O’Keefe, E.l.f. Beauty’s chief integrated marketing officer.
Introducing Beauty to State Fair Crowds
O’Keefe revealed that the company had been focusing on how to present itself at state fairs for about six to eight months. This effort culminated in a “real dill” themed pop-up presented from August 27-30 at the Minnesota State Fair. The pop-up featured three pickle-flavoured variants from E.l.f.’s Glow Reviver Melting Lip Balm collection. Among the attractions was a 10-foot-tall pickle jar, and nearly 64,000 attendees visited the pop-up, spending about eight minutes on average. According to the organisers, it marked a 20-year milestone as the first beauty brand to feature at the Minnesota State Fair.
Looking forward, E.l.f. Beauty is set to sponsor the State Fair of Texas alongside big names like Coca-Cola, Lucchese, and Levi’s, which is tailoring a custom pair of jeans for “Big Tex,” the fair’s 55-foot mascot. Such participation in state fairs reflects a growing tendency for brands to break free from traditional marketing domains and engage with audiences at out-of-the-box locations.
Revitalising State Fairs as Marketing Platforms
Jennifer Schuder, who oversees partnerships at the State Fair of Texas, emphasised that fairs have always been communal gathering spots, traditionally focusing on promoting agriculture. However, they have increasingly become modern spaces for innovative brand activations. With significant audiences – the State Fair of Texas drew 2,020,064 visitors over 24 days last year – brands are drawn by the potential reach akin to “a Super Bowl a day,” explained Schuder.
The two fairs, Minnesota and Texas, are among the most popular in the United States, with the former having attracted over 1.94 million visitors in 12 days last year. Schuder notes that corporate sponsorships at state fairs have evolved over recent years, now incorporating email marketing campaigns and influencer appearances as part of more sophisticated brand activations.
Pickle-Flavoured Lip Balms and Influencer Engagement
Among its innovative marketing initiatives, E.l.f. introduced its pickle-flavoured lip balm collection, a product line aligning with Minnesota State Fair attendees’ fondness for pickle-themed offerings. When the lip balm debuted in February, it sold out in just eight minutes. Recognising its market appeal, E.l.f. reintroduced the line in August for the fair. During the activation, activities like spinning wheels for prizes and sampling sunscreen were also available.
Involvement of influencers plays a key role at these fairs, with E.l.f. engaging over 200 influencers at the Minnesota event. To kick off this wave of activity, E.l.f. hosted a party in Minneapolis in partnership with People magazine, further embedding the brand in local communities and boosting visibility through influencer-generated content.
The Broader Appeal of State Fairs
Beyond the presence of national brands, fairs have regained vitality as fresh ground for influencer marketing. A viral moment earlier this year even saw an influencer express excitement over attending the Minnesota State Fair, which led to a partnership with Explore Minnesota, the state’s tourism arm.
Schuder observes how these sponsorships are modern-day echoes of the fairs’ 19th-century roots when they showcased technological innovation. With a transition from agricultural showcases to branded experiences, the fair industry continues to offer unique opportunities for reaching diverse audiences, broadening the appeal and relevance of these events.
Reporting based on coverage first published by modernretail.co.