- E.l.f. Beauty today (Oct. 28) launched a worldwide campaign entitled “Give an e.l.f.” that highlights its fourth annual Impact Report and challenges consumers to fuel their very own sense of purpose, according to details shared with Marketing Dive.
- Campaign creative includes the call-to-action “What do you give an e.l.f. (F#@&) about?” and can span social, digital, out-of-home, including over 40 digital screens in Moynihan Train Hall at New York’s Penn Station, and print, including a two-page spread in the New York Times on Nov. 2.
- The brand can be hosting an experience Oct. 28 in New York City inviting the general public to “give an e.l.f.” in exchange for E.l.f. products. The marketer’s latest Impact Report highlights its achievements across areas including culture, innovation, campaigns and the environment.
E.l.f. is again amplifying its longstanding commitment to purpose-driven values — and asking the community to get on board — with the launch of its latest campaign. The effort is timed to the discharge of its fourth annual Impact Report, which details achievements including the donation of over $2.5 million, or at the least 2% of the prior yr’s profits, to causes that align with the corporate’s values, spanning boardroom diversity, animal welfare, disaster relief and more.
“Our commitment to show up as daring disruptors with kind hearts has been unwavering throughout the corporate’s 21-year history,” said Tarang Amin, chairman and CEO, e.l.f. Beauty, in release details. “It guides how we operate every day and why we make every one in every of our decisions as a purpose-led, results-driven company.”
E.l.f.’s campaign turns the main target over to consumers, difficult them to discover the causes they “give an e.l.f.” about. The effort, made with creative agency Case, features a 45-second spot featuring brand partners like tennis icon Billie Jean King, astronaut and activist Amanda Nguyen and race automobile driver Katherine Legge highlighting the causes they care about.
The brand is hosting an activation today (Oct. 28) at 410 Lafayette Street in New York City, inviting the general public to visit a custom kiosk and choose a cause they care about. In exchange, E.l.f. will make a donation to a nonprofit organization focused on that cause. Participants will receive a printed receipt confirming the donation, and may use the receipt to rating free E.l.f. products.
The effort from E.l.f. arrives at a time where values like inclusion have begun to fall to the backburner for a variety of brands amid a tense macroeconomic environment. Other highlights of its Impact Report include that over 140 business leaders, nonprofits and peer firms have joined its Change the Boardroom coalition dedicated to more accessible boardrooms, and that, in an effort to maximize affordability, 75% of E.l.f. Cosmetics products are $10 and under.
Additionally, 73% of E.l.f. Beauty brand’s products are made in Fair Trade Certified facilities and 100% of its cosmetic brushes’ wood handles now use Forest Stewardship Council certified wood. E.l.f. has also achieved a 33% reduction in packaging intensity in its fiscal yr 2025 versus a 2019 baseline, exceeding a goal for a 20% reduction by 2030.
E.l.f has long made its purpose-driven values a fixture inside its marketing efforts. This time last yr, the corporate launched a campaign entitled “Dupe That!” inviting other firms to join its efforts in making a positive impact. In May 2024, E.l.f. launched “So Many Dicks,” a campaign calling for more diversity in U.S. corporate boardrooms. E.l.f. in its first quarter of fiscal yr 2026, the three month period that ended June 30, delivered its twenty sixth consecutive quarter of net sales growth.
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