Dive Temporary:
- E.l.f. Magnificence right now (Oct. 28) launched a world marketing campaign entitled “Give an e.l.f.” that highlights its fourth annual Influence Report and challenges shoppers to gasoline their very own sense of objective, in keeping with particulars shared with Advertising Dive.
- Marketing campaign inventive contains the call-to-action “What do you give an e.l.f. (F#@&) about?” and can span social, digital, out-of-home, together with over 40 digital screens in Moynihan Prepare Corridor at New York’s Penn Station, and print, together with a two-page unfold within the New York Instances on Nov. 2.
- The model can also be internet hosting an expertise Oct. 28 in New York Metropolis inviting the general public to “give an e.l.f.” in trade for E.l.f. merchandise. The marketer’s newest Influence Report highlights its achievements throughout areas together with tradition, innovation, campaigns and the setting.
Dive Perception:
E.l.f. is once more amplifying its longstanding dedication to purpose-driven values — and asking the neighborhood to get on board — with the launch of its newest marketing campaign. The hassle is timed to the discharge of its fourth annual Influence Report, which particulars achievements together with the donation of over $2.5 million, or no less than 2% of the prior yr’s income, to causes that align with the corporate’s values, spanning boardroom range, animal welfare, catastrophe reduction and extra.
“Our dedication to point out up as daring disruptors with variety hearts has been unwavering all through the corporate’s 21-year historical past,” stated Tarang Amin, chairman and CEO, e.l.f. Magnificence, in launch particulars. “It guides how we function every day and why we make each considered one of our decisions as a purpose-led, results-driven firm.”
E.l.f.’s marketing campaign turns the main target over to shoppers, difficult them to establish the causes they “give an e.l.f.” about. The hassle, made with inventive company Case, features a 45-second spot that includes model companions like tennis icon Billie Jean King, astronaut and activist Amanda Nguyen and race automotive driver Katherine Legge highlighting the causes they care about.
The model is internet hosting an activation right now (Oct. 28) at 410 Lafayette Road in New York Metropolis, inviting the general public to go to a customized kiosk and choose a trigger they care about. In trade, E.l.f. will make a donation to a nonprofit group targeted on that trigger. Members will obtain a printed receipt confirming the donation, and may use the receipt to attain free E.l.f. merchandise.
The hassle from E.l.f. arrives at a time the place values like inclusion have begun to fall to the backburner for quite a few manufacturers amid a tense macroeconomic setting. Different highlights of its Influence Report embody that over 140 enterprise leaders, nonprofits and peer corporations have joined its Change the Boardroom coalition devoted to extra accessible boardrooms, and that, in an effort to maximise affordability, 75% of E.l.f. Cosmetics merchandise are $10 and below.
Moreover, 73% of E.l.f. Magnificence model’s merchandise are made in Truthful Commerce Licensed amenities and 100% of its beauty brushes’ wooden handles now use Forest Stewardship Council licensed wooden. E.l.f. has additionally achieved a 33% discount in packaging depth in its fiscal yr 2025 versus a 2019 baseline, exceeding a purpose for a 20% discount by 2030.
E.l.f has lengthy made its purpose-driven values a fixture inside its advertising and marketing efforts. This time final yr, the corporate launched a marketing campaign entitled “Dupe That!” inviting different corporations to hitch its efforts in making a optimistic influence. In Could 2024, E.l.f. launched “So Many Dicks,” a marketing campaign calling for extra range in U.S. company boardrooms. E.l.f. in its first quarter of fiscal yr 2026, the three month interval that ended June 30, delivered its twenty sixth consecutive quarter of web gross sales progress.
