- E.l.f. Beauty launched a brand new campaign entitled “Dupe That!” inviting other companies to join the “unicorn parade” by prioritizing making a positive impact, per a press release. The effort spotlights the brand’s fiscal 12 months 2024 Impact Report.
- Creative features fanciful unicorns alongside facts concerning the brand’s own impact. The effort will span the brand’s social media and a two-page spread in The New York Times as well as to appearing on the E-Panel wall in The World Trade Center retail complex in New York.
- The effort was created with Madwell and comes after the cosmetics purveyor released its third annual Impact Report earlier this month. The campaign joins a handful of other purpose-driven marketing stunts by the sweetness brand this 12 months.
E.l.f.’s latest campaign places it alongside other marketers, like Olaplex and McDonald’s, who’re riffing on dupe culture, or the tactic of finding inexpensive replacements for more costly items. However, the cosmetics marketer isn’t recent to “dupes” — the brand’s affordably priced products are sometimes compared to higher-end options in the marketplace.
With “Dupe That!” the brand is inviting other companies to look beyond the surface to learn what E.l.f. is doing to drive a positive impact. The campaign highlights E.l.f.’s fiscal 12 months 2024 Impact Report, which details the actions and progress the marketer has made to support positive change for people, products and the planet across its five brands, including E.l.f. Cosmetics, E.l.f. Skin, Well People, Naturium, and Alicia Keys’ makeup brand Keys Soulcare.
Creative for the campaign calls attention to facts that help illustrate E.l.f.’s impact, like its decision to donate no less than 2% of previous-year profits to help drive positive change. The brand’s pricing also allows for consumers to buy five of its lip oils for the worth of one among its prestige competitors, per release details. Additionally, E.l.f. called out its status because the only U.S. publicly traded company to have a company board of directors that’s 78% women and 44% diverse. A 30-second video helps to explain the hassle.
“Our e.l.f. ethos powers purpose, our purpose powers people, our people power performance – and our performance powers possibilities,” said Kory Marchisotto, E.l.f. Beauty’s CMO, in an announcement. “The more we unapologetically lean into our purpose, the stronger the signals to keep using our megaphone to help make the world an increasingly brighter place for every eye, lip and face.”
E.l.f. has often put purpose at the middle of its marketing strategy. In May, the brand launched a “So Many Dicks” campaign calling for more diversity in corporate boardrooms, The campaign, which was one among the highest marketing campaigns from the primary half of 2024, takes its name from the finding that there are nearly as many men named Richard, Rick or Dick as women from diverse groups on U.S. corporate boards.
This 12 months, E.l.f. also championed women race automobile drivers on the Indianapolis 500 as a part of a branded experience following an expanded partnership with skilled race automobile driver Katherine Legge. In October, the brand with North Carolina A&T University published the “Not-So-White Paper,” which leveraged research to communicate the importance of diversity within the success of U.S. publicly traded companies.
E.l.f. continues to rank as a top cosmetics brand amongst Gen Z, according to Piper Sandler’s Taking Stock with Teens survey. E.l.f. executives when discussing the brand’s fiscal Q4 and full-year earnings with investors earlier this 12 months noted that its heavier investments in marketing are winning over younger consumers and helping to grow sales.
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