In a time where more cosmetic brands are falling into controversy due to their role in climate change, Gen Z is starting to use their purchasing power to choose cosmetic brands that champion ethically sourced ingredients and cruelty-free product testing. However, with a limited budget, Gen Z college students struggle to look and feel good without facing the cost to their skin, the environment, and their finances. That’s where e.l.f comes in. In this campaign, my team and I position e.l.f Beauty is the brand that provides high-quality skincare and makeup without the cost.