A recent e.l.f. Beauty activation tapped into the growing popularity of morning coffee raves, where consumers swap late-night partying for caffeine-fueled socializing. For e.l.f., the trend offered a natural connection to a product the brand wanted to introduce.

Teaming up with "The Real Housewives of New York City" alum Dorinda Medley, the beauty brand launched an early-morning party at NYC's Smiley Coffee in January 2026, complete with music, dancing, and the brand’s caffeine-infused eye cream. At a panel during Advertising Week New York (AWNY), executives from e.l.f. Beauty and creative agency SHADOW discussed how they identify cultural moments worth participating in and turn them into campaigns that reflect the brand's identity.

As marketers rush to capitalize on viral trends, e.l.f.'s approach offers a useful lesson: Cultural relevance works best when a brand has a reason to be part of the conversation.

Find the connection before chasing the trend

For Liza Suloti, co-founder and chief communications officer at SHADOW, the starting point is identifying cultural moments that consumers are already talking about, whether they're "in the group chat" or appearing across social feeds.

E.l.f. connected that behavior to its Bright + Brew-tiful caffeine-infused eye cream, transforming a product launch into an experience built around the same ingredient consumers were already celebrating. 

Brands are usually quick to capitalize on online trends, but a popular format doesn’t automatically translate into a worthwhile marketing opportunity. A campaign may attract attention without giving consumers any reason to associate that moment with the product. 

That connection matters beyond brand recognition. Some 93% of US and UK consumers say authentic engagement builds trust, according to Emplifi's 2026 Digital Authenticity in the Age of AI report. For brands, participating in a trend should feel like a natural extension of their identity, rather than an attempt to siphon its popularity. 

For Suloti, the goal was to capture "the essence and DNA of the brand, and not just the product." The morning rave gave e.l.f. a way to do both without forcing its way into the conversation.

Give talent room to make it their own

Finding the right cultural moment is one thing. Choosing who brings it to life is another. 

For e.l.f., Medley’s larger-than-life personality made her a natural fit for the morning rave. Rather than appearing in a conventional endorsement, the reality TV personality took over the DJ booth, danced with attendees, and brought her signature energy to the event. 

In turn, the partnership granted Medley an opportunity to reach audiences beyond her established Bravo following.

But much of the activation's appeal came from giving her freedom to participate on her own terms.

"You didn't present me so much with a script. You presented me with a DJ booth," Medley said during the panel.

Suloti added that brands can undermine a partnership when they become too controlling of how talent engages with the audience.

"I think as a marketer, it's so important to not be prescriptive," she said.

The approach reflects a broader shift in how brands work with creators and entertainment personalities. Rather than relying solely on their reach, marketers can benefit from the perspectives and personalities that attracted their audiences in the first place.

For e.l.f., Medley wasn't simply there to promote an eye cream. Her participation gave consumers another reason to pay attention to an experience already rooted in a recognizable cultural trend.

Make the moment last

The morning rave may have only spanned a few hours, but e.l.f. designed the activation to reach consumers who never stepped foot in Smiley Coffee. 

Videos of Medley shimmying and gabbing with attendees gave the event a second life on social media. According to Suloti, the response also helped inform how the concept could expand into other cities and communities.

But extending an event's reach requires more than capturing footage and posting it online. Brands need to consider what makes an experience worth sharing and whether the content will remain relevant once the initial excitement fades.

And timing remains critical. Trends can lose momentum quickly, leaving brands that spend weeks developing and approving campaigns arriving after consumers have moved on.

For e.l.f., the morning rave worked as a creative concept because the brand found a recognizable connection between coffee culture, its product, and Medley's personality.

New trends will always be around the corner; knowing which ones are worth joining is the hard part.

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.