• by Fern Siegel , January 29, 2025

Grammy-winning singer songwriter Meghan Trainor has reunited with e.l.f. Cosmetics for its social-first Cloud Skin campaign to promote Halo Glow Power Filter.

The spot posits Trainor as a pretty-in-pink airline pilot explaining an unconventional "in-flight-safety video." It illustrates how to give a complexion a soft cloud skin glow.

A hot beauty trend, “cloud skin” is about achieving a flawless yet softly blurred makeup base. “Cakey complexion?” Trainor asks. “There will be no mother elfing cakes on this mother elfing plane.”

Available in 12 shades, Halo Glow Power Filter provides lightweight coverage that reduces shine.

The campaign, created by Shadow, the brand's longtime partner, rolls out across digital channels and social media.

Also, through Feb. 28,  the e.l.f. x Meghan Trainor Cloud Skin campaign video will play in-app for select targeted Uber riders booking a car to an airport in the U.S. and U.K. The video provides direct links to shop the Halo Glow collection.

Brian Vaughan, executive creative director at Shadow, told Agency Daily the campaign was “a bold adventure that turned a sky-high vision into reality. Staying true to e.l.f.’s signature blend of community and entertainment, we imagined the often-overlooked seat-back safety video as an e.l.f.-ed-out experience filled with punny winks and iconic cultural nods — all the way from cult cinema to beauty community lore.”