‘Road to Radiance’ took on a whole new meaning as e.l.f. SKIN staged a traffic-stopping stunt in Montreal to launch its Bright Icon Vitamin C + E + Ferulic Serum. Transforming the city’s iconic orange traffic cones into symbols of glow, the brand’s ‘SKINstruction Co.’ truck surprised influencers and construction crews alike with cheeky roadwork setups and skincare drops.

‘The Bright Icon’ serum blends 15% Vitamin C, 1% Vitamin E, and 0.5% Ferulic Acid to brighten, even skin tone, and reduce dark spots — all for $22 CAD, a price far below luxury competitors. By combining high-performance, clean, vegan skincare with an inclusive, accessible message, e.l.f. SKIN reinforced its mission to bring powerful beauty solutions to every face without detours, delays, or inflated price tags.

This creative activation positions e.l.f. SKIN as a culturally aware, disruptive brand that marries affordability with premium performance. By localizing the campaign to Montreal’s cone-clogged streets, e.l.f. generated social buzz and brand affinity, strengthening its foothold in the Canadian market while highlighting its competitive edge in price-accessible, ingredient-driven skincare.

Image Credit: E.L.F. Skin