@carryonritual — 350x breakout selling e.l.f.

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When your e.l.f. Glasgow Airport tester face beats your £143 Chanel Sublimage face. 😳

@carryonritual

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Promoted product

e.l.f.

3 videos3 creators

Why it worked

The post leverages a relatable 'luxury vs. affordable' comparison that challenges the assumption that higher price equals better results, creating high engagement through a surprising, low-stakes discovery.

Summary

The creator compares a makeup look achieved using airport testers from e.l.f. against her usual £143 Chanel Sublimage foundation. She concludes that the e.l.f. products provide a more luminous, skin-like finish at a fraction of the cost.

Structure

1Creator introduces the comparison between a luxury foundation and drugstore testers
2Creator shows the resulting makeup look achieved using e.l.f. products
3Creator expresses preference for the e.l.f. look due to its natural finish

Product placement

e.l.f. (a) acts: the creator uses the brand's testers at an airport counter to apply a full face of makeup, which she then compares favorably to a luxury alternative. Chanel Sublimage (a) acts: the creator compares her current makeup look to this foundation, establishing it as the high-priced benchmark.

Original caption

I’ve literally just posted my final review of the £143 Chanel Sublimage foundation this morning … and then this happened. 😂 Glasgow Airport. No makeup with me as bag checked in so I stood at the e.l.f. counter and did my entire face from the testers (sanitised of course). Had to buy a mascara but will keep this in my travel bag from now on. And I think I prefer this face. More luminous. More like my skin. Less “foundation”. And considerably less than £143. This is exactly why I love testing beauty properly — price and luxury packaging don’t automatically mean it will look better on your skin. Everything on my face here is e.l.f. So… awkward question: e.l.f. airport tester face or Chanel Sublimage from this morning? #elfcosmetics #MatureSkin #Over50Beauty #GlowySkin #FoundationReview@e.l.f. Cosmetics