E.l.f. Beauty has launched a new campaign called “Dupe That!” The campaign invites other companies to join what E.l.f. calls the “unicorn parade” by prioritizing making a positive impact. The campaign highlights E.l.f.’s fiscal year 2024 Impact Report. It showcases the brand’s efforts to drive positive change.
The campaign features creative elements such as fanciful unicorns and impactful facts. The campaign will be featured across social media and a two-page spread in The New York Times. It will also be on the E-Panel wall at The World Trade Center retail complex in New York.
The agency Madwell developed the campaign. It follows the release of E.l.f. Beauty’s third annual Impact Report. E.l.f.’s campaign rifts on “dupe culture.” In dupe culture, shoppers find affordable replacements for more expensive items.
The campaign also urges other companies to understand and copy E.l.f.’s broader positive impact strategies. The campaign sheds light on key areas such as:
– Financial Contributions: E.l.f. dedicates at least 2% of its previous-year profits to initiatives aimed at driving positive change. – Affordability: Consumers can purchase multiple E.l.f. products, such as lip oils, for the price of one high-end equivalent.
Highlighting positive impact
– Corporate Diversity: E.l.f. is the only U.S. publicly traded company with a corporate board consisting of 78% women and 44% diverse members. A 30-second video further elaborates on these efforts.
It encapsulates the brand’s ethos and mission. 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 Chief Marketing Officer. The “Dupe That!” campaign is another in E.l.f.’s series of purpose-driven marketing efforts.
Earlier this year, the brand launched a campaign emphasizing the need for more diversity in corporate boardrooms. It corresponded to a study highlighting the scarcity of diverse women in such roles compared to men named Richard, Rick, or Dick. E.l.f. also sponsored a branded experience at the Indianapolis 500 in partnership with race car driver Katherine Legge.
The brand collaborated with North Carolina A&T University to publish the “Not-So-White Paper.” The paper underscores the importance of diversity for the success of U.S. publicly traded companies. E.l.f. Beauty continues to lead with purpose at the core of its marketing strategy. Campaigns like “Dupe That!” demonstrate that positive impact and affordability can go hand in hand.
The brand’s comprehensive approach, detailed in its annual Impact Report, seeks to inspire other companies to join in on creating a brighter and more inclusive world.
