Joey King knows the power of a good primer.
The 25-year-old actress has teamed up with elf Cosmetics to introduce her new “eyes. lips. face. fandom.” campaign that speaks directly to sports fanatics — and fans of its best-selling Power Grip Primer.
In the hilarious video, King stars alongside him Emily in Paris actor Lucien Laviscount to recreate a familiar — and often embarrassing — scenario: meeting the parents. Under the guise of superstition, King’s character wears half his face painted in his team’s colors throughout the football season — including meeting Laviscount’s character’s parents.
“So you never take it off?” the parents ask, before the ad cuts to a montage of King waking up in bed, pedaling in spin class and at the office, all while wearing face paint.
Make-up stays put thanks to elf Power Grip Primer, of course.
Joey King and Lucien Laviscount campaign for elves.
elf cosmetics
“There’s a reason it’s so beloved and so popular, because it works so well and the formula is amazing,” King tells PEOPLE exclusively. “I can’t say enough good things about it.”
In a press release, elf Beauty CMO Kory Marchisotto says one Power Grip Primer is sold every 3.5 seconds.
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“A fandom fueled by an incredible elven community of undefeated enthusiasts,” Marchisotto continues. “Our community is a beautiful tapestry of kindred spirits who come together around a shared passion, not because they fit into a box defined by someone else. We don’t let stereotypes limit the audience for our products.”
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Joey King stars in a commercial for Elf’s best-selling Power Grip primer.
elf cosmetics
As she did in this year’s romantic comedy A family affairKing shows his sense of humor in the campaign for the elves.
“I loved that he was as prone to getting funny and funny and silly as I was and we just had a lot of fun together,” she says of working with Laviscount. “I think it’s always nice that it’s like a no-judgment zone. You can try different things. You can embarrass yourself and it’s not embarrassing at all. And so I really appreciated that.”
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Fortunately, the Emmy nominee’s real-life experiences with her significant other’s family are significantly less embarrassing than her elf’s. This holiday season, she’s excited to celebrate with her husband, Steven Pieta.
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Joey King and Lucien Laviscount campaign for elves.
elf cosmetics
“We all do secret Santa between my husband’s family and my family,” King says. “But what’s also cool is that Hanukkah starts on Christmas this year, which doesn’t always happen, so it’s always a lot of fun to start celebrating Hanukkah during Christmas.”
King also sees the holidays as an opportunity to play with beauty.
“I like to wear makeup for all the holidays,” explains the actress. “So at our Hanukkah dinner, sometimes I like to wear blue eyeliner, and sometimes I’ll use H2O Proof Inkwell Eyeliner in the shade Bluebird.” Other King elf favorites include Pout Cloud Lip Plumping Pen and Lash EXNDR Mascara.
“I grew up loving an elf,” she says. “I started doing makeup when I was about 13, and elf has been a part of mine and my sister’s beauty life for so long. I mean, everyone knows about elf. As a long-time fan of the brand, it was really, really exciting that they thought of me [for this campaign] because everyone is always thinking of them.”
Categories: Trends
Source: HIS Education