Mad Beauty has partnered with Warner Bros. Discovery to celebrate the 20th anniversary of New Line Cinema’s classic Christmas movie ‘Elf’.  

The beauty, bath and body gifts brand is showcasing its Elf inspired beauty collection at the Empire State Building in New York City, with special film screenings and observatory décor also marking the occasion.  

The special showcase will run until 1st January 2024, providing anniversary screenings, a festive food pop-up, and Elf-themed shoppable window displays, showcasing a range of products inspired by the film’s magic and merriment.  

The Elf collection, with packaging designs featuring candy canes, Gimbels, snow globes and classic Buddy quotes, is available to purchase via a QR code, allowing fans to take home a piece of the magic.  

Julia Cash, Creative Director at Mad Beauty, says: “Just as Buddy the Elf spreads cheer with his infectious spirit, our ‘elf-care’ products aim to bring that same magic into your selfcare routine.”