e.l.f. Beauty Partners with World Record Holder Swimmer Anastasia Pagonis on Journey of Inclusivity and Accessibility

Rhea-AI Summary

e.l.f. Beauty (NYSE: ELF) has announced its continued partnership with three-time world champion para swimmer Anastasia “Tas” Pagonis. The collaboration aims to boost inclusivity and accessibility within the beauty industry. Pagonis, who has been legally blind since age 14, previously featured in e.l.f.'s 'Show Your(s)e.l.f.' documentary. The partnership will include new content that provides a behind-the-scenes look at Pagonis's life as she prepares for the 2024 swimming season. Chief Marketing Officer Kory Marchisotto emphasized the company's commitment to positivity, inclusivity, and accessibility. Pagonis expressed her excitement, appreciating e.l.f.'s authentic storytelling approach.

Positive

• Continued partnership with a world record holder adds brand value.
• Focus on inclusivity and accessibility aligns with modern consumer values.
• Enhanced brand recognition through collaboration with a high-profile para-athlete.
• Potential for increased social media engagement due to the inspirational content.
• Emphasis on authentic storytelling can attract a diverse customer base.

Negative

• No direct financial impact or revenue figures provided in the announcement.
• The partnership's effectiveness in driving sales remains unquantified.
• Potential risks if the content does not resonate well with the target audience.

NEW YORK--(BUSINESS WIRE)-- e.l.f. Beauty (NYSE: ELF), known as a bold disruptor with a kind heart, is expanding its partnership with three-time world champion para swimmer Anastasia “Tas” Pagonis as she defends her world record and pursues more gold medals in swimming throughout the 2024 competition season.

e.l.f. Beauty is expanding its partnership with three-time world champion para swimmer Anastasia “Tas” Pagonis. (Photo: Business Wire)

e.l.f. and Pagonis, who has been legally blind since she was 14, are on a journey together to make the beauty industry more accessible for members of the community with limited or no-vision. Pagonis previously was featured in e.l.f.’s “Show Your(s)e.l.f.” documentary featuring inspirational stories from incredible role models who see beauty in the entirety of the human experience, from adversity to triumph – with positivity, inclusivity and accessibility.

New, candid content will give a behind-the-scenes look at Pagonis’s world and how she feels preparing and positioning herself to win more events on the global stage later this summer. The other star of this content will be Tas’ beloved guide dog Radar, who is always by her side.

“Like Tas, at e.l.f. we use our platform to empower every eye, lip and face,” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “We use our platform to champion positivity, inclusivity and accessibility. Tas embodies that spirit. She encourages us all to live our bold truth and inspires us to express our truest selves.”

A gold medalist and world record holding para swimmer who set multiple records in 2020, Pagonis lost her vision gradually due to a degenerative autoimmune disease. She turned to social media to help herself cope with life’s challenges, talking about her journey, her approach to beauty and the road to becoming a competitive athlete. One thing she learned from her community is that she could be an inspiration to others who face adversity as a role model who can empower others.

“Working with e.l.f. has been a dream come true. I am so e.l.f.ing excited to be part of the family, and they want to tell my story in an authentic way, sharing the ups and downs,” said Pagonis. “They love me for me, and they let me be me, which makes this such a great partnership.”

About e.l.f. Beauty:

e.l.f. Beauty (NYSE: ELF) is fueled by a vision to be a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. Our mission is to make the best of beauty accessible to every eye, lip, face and skin concern, through our brands e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People and Naturium. We are committed to our superpowers of delivering premium-quality products at accessible prices with universal appeal that are clean, vegan, cruelty free and Fair Trade certified. Learn more at www.elfbeauty.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240529707046/en/

e.l.f. Beauty Media Inquiries:

Melinda Fried

mfried@elfbeauty.com

Consumer Media Inquiries:

Brittany Banion

brittany@weareshadow.com

Business Media Inquiries:

Rachel Sharpe

elf@5wpr.com

Source: e.l.f. Beauty

FAQ

What is the recent partnership announced by e.l.f. Beauty?

e.l.f. Beauty has expanded its partnership with world champion para swimmer Anastasia 'Tas' Pagonis to promote inclusivity and accessibility.

How does e.l.f. Beauty plan to promote inclusivity with Anastasia Pagonis?

e.l.f. Beauty will share new, candid content showcasing Pagonis's journey and her preparations for the 2024 competition season.

What is the significance of Anastasia Pagonis in the partnership with e.l.f. Beauty?

Anastasia Pagonis is a three-time world champion para swimmer and a role model who embodies the values of positivity, inclusivity, and accessibility.

How does e.l.f. Beauty's partnership with Pagonis align with their brand values?

The partnership underscores e.l.f. Beauty's commitment to empowering every eye, lip, and face through positivity, inclusivity, and accessibility.

What type of content will e.l.f. Beauty and Anastasia Pagonis create together?

They will create behind-the-scenes content showing Pagonis's life, her training, and her approach to beauty and competition.