e.l.f. Beauty calls on consumers, companies to make positive impacts
E.l.f. Beauty is calling on consumers and other companies to positively impact the world with a new initiative designed to spotlight its 2024 Impact Report.
The “Dupe That!” campaign, which stems from the popular social media trend, aims to spread the message that anything is possible when a business does good and is good. It also pushes forward the brand’s mission of having companies lift one another up to elevate the playing field to support all parties.
“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 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. At e.l.f.’s core is democratizing access – to the best of beauty, to wealth creation, to level playing fields in sports and business, to wellness, to a better planet and, perhaps most importantly, to doing it all with kindness. Please, DUPE THAT!”
To support the initiative, the brand is showcasing the artwork for the movement across 22 LED screens of the marquee E-Panel wall in The World Trade Center retail complex in New York, a two-page spread in The New York Times and throughout e.l.f.’s social media.
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Key facts that drive the campaign also include:
- Democratizing access to the best of beauty with the ability to buy five e.l.f. lip oils for the price of one of its prestige competitors;
- Leading with a kind heart, donating at least 2% of previous-year profits to drive positive change;
- Changing the board game as the only U.S. publicly traded company—out of approximately 4,100—to have a corporate board of directors that is 78% women and 44% diverse;
- Making every one of e.l.f.’s 500+ employees an owner, granting more than $180 million in equity—excluding the executive team—since 2014; and
- Standing with every eye, lip, face, paw and fin with double cruelty-free certification from PETA and Leaping Bunny Program.
E.l.f. Beauty’s 2024 Impact Report is available to view online.
