Marketing's Latest: Halloween Edition

By: Fiona Doyle and Anna Klovee

E.l.f. Casts a Nostalgic Spell on Gen Z

Beauty marketer e.l.f. is leaning heavily into early-2000s pop culture for its latest seasonal push, rolling out a Halloween-themed campaign titled “The e.l.f.ing Magical Sisters”. Developed by the brand’s in-house entertainment chairs, the project draws direct inspiration from classic supernatural television and films of the Y2K era, such as ‘Charmed’ and ‘Practical Magic’. By meshing nostalgic witchy aesthetics with modern beauty trends, e.l.f. has crafted a campaign designed to deeply resonate with Gen Z consumers looking for playful, highly shareable content.

This campaign stands out in the crowded Halloween marketing space by moving away from traditional product-push ads in favor of narrative-driven entertainment. Instead of just highlighting cosmetics, e.l.f. is leveraging nostalgia and cinematic storytelling to build a reputation that captures consumer attention across digital platforms.

Scared of Uber Surge Pricing? Espolòn Will Pay for Your Ride Home

Espolòn Tequila launched its new “Fare Share” program this October to tackle one of Halloween's biggest consumer challenges: late-night surge pricing on Uber and Lyft. “Fare Share” allows consumers to upload their late-night ride receipts directly to the brand for partial reimbursements, as well as supporting safe transportation during peak party and drinking hours across Halloween weekend and Día de los Muertos. 

Espolòn is driving this nationwide program through digital creator partnerships, bar venue takeovers and nightlife pop-ups in major metro hubs like New York, Los Angeles, Dallas, Houston and Austin. By directly decreasing the cost of getting home, Espolòn swaps out passive Halloween advertising for tangible consumer use. This resonates with budget-conscious college students who rely on rideshares at the end of the night. Turning a usual responsible-drinking initiative into high impact brand loyalty and social buzz during one of the most competitive seasonal windows of the year.

Bibliography:

Kelly, Chris. “Campaign Trail: E.l.f. Casts Spell to Deliver Y2k Nostalgia to Gen Z | Marketing Dive.” Marketing Dive, www.marketingdive.com/news/campaign-trail-elf-casts-spell-to-deliver-y2k-nostalgia-to-gen-z/833260/. Accessed 25 Oct. 2026.

Hammers, Jessica. “Espolòn Tequila Combats Surge Pricing with Ride-Hailing Refund Program | Marketing Dive.” Marketing Dive, www.marketingdive.com/news/espolon-tequila-combats-surge-pricing-with-ride-hailing-refund-program/832452/. Accessed 25 Oct. 2026.