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THE WHAT? Channel 4’s digital-first model for YouTube, Channel 4.0, has signed its first branded cope with Elf Cosmetics. The business partnership deal will see the US make-up model change into the Official Magnificence Associate for Channel 4.0.
THE DETAILS Viewers will be capable of watch Elf’s latest viral advert in addition to a brand new branded collection for YouTube on account of premiere later this yr.
“4.0 is a channel launch rooted in British youth tradition and has obtained off to an unimaginable begin,” stated David Amodio, Deputy Head of Business Innovation and 4Studio at Channel 4. “We’re vastly obsessed with working with like-minded manufacturers to create genuine content material that lands with younger audiences and subsequently over the moon to be working with Elf. We’re assured that is the beginning of a extremely thrilling relationship.”
THE WHY? Christine Cassidy, Vice President and Common Supervisor, Worldwide, Elf Magnificence, explains, “Elf is all about disrupting norms, shaping tradition and connecting communities, and teaming up with Channel 4.0 not solely connects these dots however takes us additional into leisure. We’re excited to achieve new audiences and present that magnificence is for each eye, lip and face.”
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