Mad Beauty, a beauty, bath, and body gifts licensee, has joined forces with Warner Bros. Discovery to commemorate the 20th anniversary of New Line Cinema's "Elf" with an exclusive beauty collection inspired by the beloved film. In addition to the product launch, the collaboration includes a tower lighting ceremony, special film screenings, and festive observatory décor.
Running until January 1, visitors can partake in anniversary screenings, enjoy delights from a pop-up food cart, and explore "Elf"-themed shoppable window displays featuring a range of products inspired by the iconic movie. Mad Beauty's Elf collection encompasses designs inspired by memorable movie moments, incorporating elements such as candy canes, Gimbels, snowglobes, Buddy quotes, and even yellow snow.
Julia Cash, Creative Director at Mad Beauty said, "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."
On November 7, movie enthusiasts witnessed the Empire State Building's tower lights radiating in Buddy the Elf's signature colors—green and yellow—as a symbolic tribute to the film's milestone anniversary.
Jean-Yves Ghazi, President of Empire State Building Observatory, stated, "The Empire State Building plays a lead role in hundreds of films and television shows, and 'Elf' has become a celebrated classic. 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, offering visitors a tangible connection to the celebration.
Trevor Cash, Director at Mad Beauty said, "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."