SCM Technology Manager

Elle Fanning's secret to glowing skin - meet e.l.f. Cosmetics' new Halo Glow highlighter (aff). Lifestyle & Fashion Writer, NationalWorld Published 10th Apr 2026, 07:00 BST This article contains affiliate links. Lion Vehicle Systems may earn a small commission on items purchased through this article, but that does not affect its editorial judgement. Meet the secret to Elle Fanning's glowing skin - e.l.f. Cosmetics' new Halo Glow Silky Powder Highlighter. When it comes to achieving an ethereal, radiant complexion that looks effortlessly luminous on and off the red carpet, few do it better than actress Elle Fanning. Her signature fresh-faced glow has fans asking how she gets that soft, angelic luminosity. Here is the answer: Beauty lovers can channel a touch of that Fanning magic with e.l.f. Cosmetics' latest addition to the beloved Halo Glow family: the new Halo Glow Silky Powder Highlighter, available for just £9 in five stunning shades. This ultra-silky powder delivers a dreamy, cult-favourite glow with a finely milled, micro-shimmer finish that mimics the sought-after "angel dust" effect. In short, a lit-from-within radiance that enhances your natural features without ever looking glittery or overpowering. The soft, buildable texture glides on effortlessly, blending seamlessly for a natural highlight that catches the light beautifully whether you're going for daytime subtlety or evening drama. The new powder joins an already iconic line-up designed to work together for that signature halo effect: * Halo Glow Liquid Filter: The original cult-classic complexion booster that instantly illuminates and smooths skin for a filter-like finish. * Halo Glow Skin Tint SPF 50: Lightweight, hydrating coverage with broad-spectrum sun protection that gives you a dewy, healthy base. * Halo Glow Blush Beauty Wand: A creamy, blendable blush that adds the perfect pop of flushed colour while contributing to the overall luminous vibe. Together, these products create a cohesive, multi-dimensional glow that starts from the base and builds to a stunning, high-impact highlight. Whether you layer the new Silky Powder Highlighter over the Liquid Filter for extra dimension or use it to accentuate the cheeks after applying the Blush Beauty Wand, the result is that coveted lit-from-within radiance Elle Fanning wears so well. e.l.f. Cosmetics has always been at the forefront of making premium-quality, cruelty-free and vegan formulas available at unbelievable value. So, of course, this highlighter is available at a price point accessible to all. At just £9, the new Halo Glow Silky Powder Highlighter brings professional-level performance and a luxurious feel to everyone - proving you don't need to spend a fortune to achieve red-carpet-worthy luminosity. Ready to join the Halo Glow Family and elevate your glow game? Explore the full collection and discover even more ways to create that dreamy, angelic radiance: Whether you're a longtime fan or new to the franchise, this silky powder is set to become your new go-to for that soft, ethereal highlight. Elle Fanning-level glow? Consider it unlocked. * Please note, delivery charges may apply. Holidaymakers looking ahead to summer are already snapping up Spring Sale deals at loveholidays, with up to £550 off selected package breaks tagged 'sale'. Prices start from just £219pp for a week in Ibiza, with low deposits from £19pp. The limited-time event runs until April 12 An increasing number of people are turning to at-home IPL devices to cut down on shaving and salon visits, and the Keskine handset is one drawing interest. It claims up to 98% hair reduction in four weeks, with cooling tech designed for comfort and treatments from just 24 minutes. Priced at around £199 (was £299) |, it offers a lower-cost alternative to clinic sessions.

Liquid Death lets incrementality decide what tactics to kill and what to keep. Wednesday, April 8th, 2026 - 1:00 am Liquid Death is known for its irreverent branding and provocative slogans, such as "murder your thirst" and "death to plastic." Its campaigns also lean into that over-the-top vibe. A couple of years ago, the heavy-metal-inspired canned water brand collaborated with Burton to create deliberately dangerous flat snowboards and dared professional snowboarders to ride them and "not die." Before that, it manufactured limited-edition skateboards using red paint mixed with a vial of Tony Hawk's blood. And, more recently, the brand teamed up with e.l.f. Cosmetics to produce a coffin-shaped makeup set called "Corpse Paint," riffing on the famous KISS look. But behind all that edgy marketing is a classic CPG problem: Most of Liquid Death's sales still happen at the register, which is where media measurement goes to die. "Attribution is not easy in the real world," said Benoit Vatere, Liquid Death's chief media officer. "ROAS on any given platform doesn't tell me anything because, of course, it'll just say, 'Hey, I'm doing a great job.'" "I don't even pay attention to that stuff," he added. Murdering misleading measurement. To get closer to what's actually happening in stores - and a sense of whether its campaigns are really driving sales - Liquid Death has been piloting a new approach from performance marketing platform Ibotta called LiveLift, which measures and adjusts promotions in near real time. Ibotta uses shopper data from its own app and retail partners, including Walmart, Instacart, DoorDash and Dollar General, to compare people who see an offer with similar people who don't. Then it looks to see how their purchases differ afterward. But instead of just counting how many coupons were redeemed or how much sales went up overall, the tool focuses on incrementality, which means, in Liquid Death's case, the number of cans sold that wouldn't have been sold otherwise. This insight helps Vatere decide where and when to cut or to spend more. If a promotion is generating a healthy amount of incremental volume at an acceptable cost, the team can shift more budget to that retailer, region or tactic. But if the lift flattens or the cost-per-incremental dollar of sales climbs too high, he knows it's time to change the offer or redirect spend elsewhere. When the test and control groups behave essentially the same, it's a strong sign that a campaign isn't actually doing much for sales, said Bryan Leach, Ibotta's founder and CEO. "But you don't know that until you run the experiment," Leach said. "You have to put a stimulus into the world and observe the answer using statistics." Killing the guesswork. Getting a clean read on how any single campaign is impacting what people buy is quite difficult, though, when TV, CTV, social, influencer, retail media, in-store promotions and whatever else are all running at once. "Usually, it's not just a single thing that moves the needle," Vatere said. That's one reason he doesn't put much stock in slow, backward-looking media mix models or geo-testing, which can be disruptive. What Vatere wants is a view of incremental sales while campaigns are still running so he can make decisions week to week - or even every few days - about what to keep running, what to tweak and what to shut off. Liquid Death now keeps LiveLift running in the background and checks it regularly to see how its promotions are doing. Over time, it's become less of an experiment and more of an always-on reference point for how aggressively the team can spend. It's also changed how Liquid Death thinks about brand spend, Vatere said. As the brand shifts more budget into TV, streaming and other broad-reach channels, he said, it helps having a safety net of sorts at the bottom of the funnel to justify tactics higher up. "If I have a tight net at the bottom," Vatere said, "I can feel a lot more confident pushing hard at the top." And Liquid Death is also using the data to look beyond simple new-to-brand metrics and regular customers. Attracting new buyers and appealing to existing fans is great, he said, but there's also a whole cohort of people who bought the product once or twice and then dropped out - which, in CPG, doesn't necessarily mean they didn't like it. "There's no loyalty in CPG," Vatere said. "If you buy water, you usually bounce around between four or five brands. On the media side, that means the strategy is often about needing to remind people, to tell them, 'Hey, remember you bought us once? Well, we're still here.'" With incrementality data in hand, the strategy can shift. More media budget can go toward light or lapsed buyers and less toward super fans who would probably open their wallets regardless. Ibotta's Leach framed this mindset as part of a broader shift toward outcomes-based media buying, where brands define the results they're willing to pay for and let the data determine where the money goes. Rather than deciding in advance which channels "work" and then building a model around proving those assumptions, he said, the point is to see what actually happens when different offers and tactics hit the market, and then move spend accordingly. One way to do that is by anchoring decisions to a simple profitability line. If, say, a brand's margin on every sale is 30 cents per unit, then 30 cents becomes the North Star for optimization. "As long as the cost-per-incremental dollar is less than 30 cents, we'll keep spending," Leach said. "It turns off when it becomes inefficient and on when it becomes efficient again, which is not all that unlike a Google campaign." Tagged in:

e.l.f. Turns Vanity vandalism into a true crime mockumentary. Phoebe Dynevor and Christina Chang lead a mock investigation into shared vanities shaped by clutter and routine. April 3, 2026, 2:44 pm e.l.f. Cosmetics expands its mockumentary series with Vanity Vandals, a 10-minute film starring Phoebe Dynevor and Christina Chang. Following the release of Cosmetic Criminals in 2024, the new installment places shared bathroom routines under investigation, using a true crime format to explore how beauty products accumulate and take over personal space. The film introduces the concept of "vanity vandalism," defined by the brand as the act of overtaking shared vanities due to the accessibility of beauty products. This idea draws from a wider conversation among consumers who describe daily conflicts over space, storage, and routine. A survey cited by the brand reports that 70 percent of couples experience tension in shared bathrooms, creating the foundation for the film's central case. Directed by Alex Buono, Vanity Vandals follows a fictional investigation led by the Federal Cosmetic Crime Task Force. Detective Bob Fleck, played by Gary Kraus, works alongside behavioral profiler Dr. Erika Sparrow, portrayed by Christina Chang. Their focus centers on a newly married couple, Maya and Dante Formosa, played by Phoebe Dynevor and Christopher Sky. The couple's shared sink becomes the site of escalating disorder, framed as evidence within the investigation. Phoebe Dynevor takes on the role of Maya, a character whose growing collection of makeup products leads to tension within the relationship. The performance introduces a mockumentary approach that places Dynevor directly in conversation with the camera. She described the experience as a shift in format, engaging with a style she had long wanted to explore. Her character's fixation on blush drives much of the narrative, turning a specific product category into a defining detail of the case. Christina Chang's role as Dr. Erika Sparrow adds another layer to the investigation, presenting a perspective shaped by observation and analysis. During production, Chang noted that the products featured on set influenced her own routine, with the e.l.f. Camo Liquid Blush becoming part of her personal makeup kit. She described its buildable texture and accessible pricing as key reasons for its appeal. The campaign builds its tone through a structured investigation, where cluttered vanities, shared routines, and expanding collections function as evidence. Each scene presents a version of everyday behavior framed through the language of crime storytelling. This approach allows the film to address familiar situations while maintaining a defined narrative arc driven by character and scenario. Alongside the release, e.l.f. Cosmetics introduces two limited-time product bundles connected to the film's theme. The "Criminally Good" Blush Bundle includes two shades of Camo Liquid Blush and a Primer-Infused Matte Blush, directly referencing the central product in the narrative. The "Criminally Obsessed" Boo Bundle gathers ten lip products described as core items within the brand's range.