She’s BACK! After her viral e.l.f. Cosmetics Super Bowl commercial, Jennifer Coolidge is continuing her partnership with the beloved beauty brand and this time she’s letting her lips take center stage.
Ever the makeup muse, Coolidge teams with e.l.f. on the launch of Dirty Pillows, a limited-edition, 4-piece lip collection available for purchase Wednesday on elfcosmetics.com.
As PEOPLE magazine reports, the campaign, out today, was actually inspired by an outtake from Coolidge’s Super Bowl commercial shoot after the brand asked her what she would name her own lipstick if given a chance. In true Coolidge fashion, she blurted out “Swollen” and “Dirty Pillows,” and the star idea was born.
“I didn’t know what was going to happen. I said, ‘Yeah, I would love to come up with a lipstick,’ but I didn’t know that e.l.f. would give me full rein,” Coolidge told PEOPLE exclusively. “I didn’t know that they would let me really pick what works on my face and what I like to wear every day. I liked that they weren’t heavy-handed with their own vision.”
Coolidge says after years of practice and playing around with makeup she knew what shade looked best on her — and those around her took notice. “When I put a certain combination of things on, people ask me what I have on my lips,” she says of her nude-pink gloss combo. “I don’t think I’ve ever worn a dark red or a brown, but somehow this combo I do makes your lips look bigger,” she says before, deadpanning, “I guess if you don’t want bigger lips, maybe this isn’t the one for you. But I like to make my lips look bigger. I really milk it for everything it’s worth.”
That complete creative control led Coolidge to a range of hilariously named products: The Dirty Pillows Lip Kit, $25, includes, the brand’s bestselling O FACE Satin Lipstick in shade Dirty Pillows, a Lip Plumping Gloss in shade Swollen, Cream Glide Lip Liner in shade Fill Frontal and a bonus Lips Are the Mirror to Your Soul Mirror.
“My little kit that anyone can get, makes your lips look swollen, makes them look bigger,” Coolidge muses, adding, “At least they make mine look bigger, and I don’t try that hard, but it just naturally makes your lips look bigger. That’s the look I like. I don’t look good with thin lips.”
The cheeky collection was a no-brainer for the brand, who was happy to “celebrate” Coolidge’s authenticity. “With the launch of Dirty Pillows, we’re redefining what it means to be a mass cosmetics brand,” Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty, said in a statement. “We’re celebrating Jennifer’s unique, authentic voice by inviting her to be her best e.l.f. By taking an unscripted moment and transforming it into apremium lip collection at e.l.f. speed, we go beyond beauty to entertain our community, setting a new standard for brands in today’s dynamic beauty landscape.”
As for the campaign spot, the same kind of off-the-cuff conversation led to the humorous ad showing Coolidge dreaming about a makeout session with a sexy barista and kissing her pillow. After she wakes up next to her suspicious husband, she reapplies her gloss before trying to hop back into her fantasy. “It all started out as a big joke,” Coolidge says of the campaign’s vision.
All laughs aside, the foundation for her relationship with the e.l.f. is the quality products at an accessible price point. “There’s not a lot of lines that are vegan and cruelty-free and affordable,” she says, adding, “It’s actually hard to find that combo in makeup I actually want to wear.
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Photo Credit: Featureflash Photo Agency / Shutterstock.com