15 Nov - 2023

Mad Beauty is spreading holiday cheer at the world-famous Empire State Building, who is partnering with Warner Bros. Discovery to mark the 20th Anniversary of New Line Cinema’s Holiday Classic “Elf” with a tower lighting, special film screenings and observatory décor.

Premiering in 2003, “Elf” stars Will Ferrell as Buddy the Elf, who embarks on a heartwarming journey from the North Pole to New York City to reunite with his father at his office in the Empire State Building. The movie’s magic is now transforming the Empire State Building’s Observatory, adorning the Fifth Avenue Lobby and the renowned 86th Floor Observatory with captivating themed décor, bringing the film to life with snowy scenes featuring Buddy the Elf and his companions on their journey to the ‘World’s Most Famous Building’.

Until January 1st, visitors can immerse themselves in the holiday spirit with anniversary screenings, a festive food pop up cart and “Elf”-themed shoppable window displays, featuring a delightful array of products inspired by the film’s magic and merriment. Mad Beauty’s own inspired Elf collection allows fans to relive iconic movie moments with designs featuring candy canes, Gimbels, snowglobes, classic Buddy quotes and even yellow snow.

Julia Cash, Creative Director at Mad Beauty, describes the collection as “feel-good bath and beauty gifts, carefully crafted to immerse you in the enchanting essence of the holiday season.” She emphasises the enchanting swirly gumdrops fragrance used across the range, serves as a whimsical tie-in with the beloved film. Julia adds, “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.

Trevor Cash, Mad Beauty Director, expresses excitement, stating, “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.

On November 7th, movie fans were delighted to witness the Empire State Building’s tower lights shining in Buddy the Elf’s iconic colours, green and yellow, marking the milestone anniversary.

Jean-Yves Ghazi, President of the Empire State Building Observatory, remarks in an official press release, “The Empire State Building plays a lead role in hundreds of films and television shows, and Elf has become a celebrated classic.Ghazi adds, “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.

This special showcase will run until January 1st, 2024, providing visitors with an opportunity to experience the enchantment firsthand. Mad Beauty’s Elf collection is available for purchase via a shoppable QR code, allowing fans to take home a piece of the magic.

Further information on the Empire State Building Observatory Experience can be found online: https://www.esbnyc.com/ .

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