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On a typical afternoon in a sunny suburb, all-American teenagers Piper and Addison fawn over their favorite goth rocker in Corpse Beat magazine, snack on vegan goat’s blood and paint their faces like hard-core metalheads.
Of course they do.
This is, after all, Liquid Death’s twisted version of a slice of life, with e.l.f. Cosmetics joining for the giddy, over-the-top ride.
In a first-time collaboration, the brands debuted a cheeky video today to hype the fruit of their combined labor—a frightful makeup kit called Corpse Paint, filled with products like Kiss of Death lipstick, Dead Set mist and Eye Die shadow.
The five-piece co-branded set, packaged in a “keepsake coffin,” will be available starting at noon for $34 on the e.l.f. website. The partners said they may consider another limited drop, depending on consumer reaction.
As for the alliance, it comes after one year of discussion between the brands and e.l.f. chief marketing officer Kory Marchisotto’s willing embrace of Liquid Death’s in-your-face, horror-comedy sensibility.
Calling the canned water brand “the ultimate disruptor—everything we want to be when we grow up,” Marchisotto said the deal is a strategic fit for e.l.f. on the heels of its first national Super Bowl ad.
“It’s really important for us to find the path that others are afraid to take, or don’t imagine, or don’t stretch their minds far enough to cook up this kind of badass crazy stuff,” Marchisotto, a self-professed Liquid Death superfan, told ADWEEK. “Any collaboration has to work organically, seamlessly and fluidly—and there was never a second of forcing this.”
Although they may seem like odd bedfellows, the two marketers have “a lot of shared interests” as mission-led companies, according to Andy Pearson, Liquid Death’s vice president of creative, and they’re both social media powerhouses with die-hard followers and track records in brand mashups.
