November 15, 2023
Mad Beauty, a licensee of beauty, bath and body gifts, has partnered with Warner Bros. Discovery to mark the 20th anniversary of New Line Cinema’s “Elf” with a beauty collection inspired by the film. The two are also celebrating with a tower lighting, special film screenings and observatory décor.
Until Jan. 1, visitors can watch anniversary screenings, eat from a pop-up food cart and look at “Elf”-themed shoppable window displays, featuring an array of products inspired by the film. Mad Beauty’s Elf range includes designs inspired by movie moments featuring candy canes, Gimbels, snowglobes, Buddy quotes and even yellow snow.
“Just as Buddy the Elf spreads cheer with his infectious spirit, our ‘elf-care’ products aim to bring that same magic into your self-care routine,” says Julia Cash, creative director, Mad Beauty.
On Nov. 7, movie fans witnessed the Empire State Building’s tower lights shining in Buddy the Elf's iconic colors, green and yellow, marking the milestone anniversary.
“The Empire State Building plays a lead role in hundreds of films and television shows, and ‘Elf’ has become a celebrated classic,” says Jean-Yves Ghazi, president, Empire State Building Observatory. “Now, our guests can walk in Buddy the Elf’s footsteps in a special holiday experience that brings his adventures to life at the very place where the movie was filmed.”
Mad Beauty’s Elf collection is available for purchase via a shoppable QR code at the event.
“We are thrilled to be part of the celebrations, and having our collection displayed at the iconic Empire State Building is a great achievement for the entire team,” says Trevor Cash, director, Mad Beauty.
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