e.l.f. Beauty’s New Challenge: ‘Dupe That!’, an Invitation to Other Companies to Join the Unicorn Parade to Make Positive Impacts
e.l.f. Beauty (NYSE: ELF) launched a bold campaign called 'Dupe That!' to spotlight its FY 2024 Impact Report and encourage other companies to join in making positive impacts. The campaign, featured across LED screens at the World Trade Center and in The New York Times, highlights e.l.f.'s achievements in:
- Democratizing access to beauty products
- Donating at least 2% of previous-year profits
- Having a corporate board that is 78% women and 44% diverse
- Granting over $180 million in equity to employees since 2014
- Maintaining double cruelty-free certification
The company's third annual Impact Report details progress across its five brands in supporting people, product, and the planet. e.l.f. Beauty aims to be a purpose-led, results-driven company that operates with positivity, inclusivity, and accessibility.
e.l.f. Beauty (NYSE: ELF) ha lanciato una campagna audace chiamata 'Dupe That!' per mettere in evidenza il proprio Rapporto di Impatto FY 2024 e incoraggiare altre aziende a unirsi per fare un impatto positivo. La campagna, visibile su schermi LED al World Trade Center e nel The New York Times, sottolinea i successi di e.l.f. in:
- Democratizzare l'accesso ai prodotti di bellezza
- Donare almeno il 2% dei profitti dell'anno precedente
- Avere un consiglio di amministrazione composto dal 78% da donne e dal 44% da diversità
- Concedere oltre 180 milioni di dollari in partecipazioni ai dipendenti dal 2014
- Mantenere una doppia certificazione cruelty-free
Il terzo Rapporto di Impatto annuale dell'azienda illustra i progressi realizzati nei suoi cinque marchi a supporto delle persone, del prodotto e del pianeta. e.l.f. Beauty mira a essere un'azienda guidata da uno scopo, orientata ai risultati, che opera con positività, inclusività e accessibilità.
e.l.f. Beauty (NYSE: ELF) lanzó una audaz campaña llamada 'Dupe That!' para resaltar su Informe de Impacto del año fiscal 2024 y alentar a otras empresas a unirse en la creación de impactos positivos. La campaña, presentada en pantallas LED en el World Trade Center y en The New York Times, destaca los logros de e.l.f. en:
- Democratizar el acceso a productos de belleza
- Donar al menos el 2% de las ganancias del año anterior
- Tener una junta corporativa que es 78% mujeres y 44% diversa
- Otorgar más de 180 millones de dólares en equidad a los empleados desde 2014
- Mantener una doble certificación cruelty-free
El tercer Informe de Impacto anual de la empresa detalla el progreso a través de sus cinco marcas en el apoyo a las personas, el producto y el planeta. e.l.f. Beauty aspira a ser una empresa impulsada por un propósito, orientada a resultados, que opera con positividad, inclusión y accesibilidad.
e.l.f. Beauty (NYSE: ELF)는 'Dupe That!'라는 대담한 캠페인을 시작하여 FY 2024 임팩트 보고서를 조명하고 다른 회사들이 긍정적인 영향을 미치도록 독려합니다. 이 캠페인은 월드 트레이드 센터의 LED 화면과 뉴욕 타임즈에 소개되어 있으며, e.l.f.의 성과를 강조합니다:
- 뷰티 제품 접근성 민주화
- 이전 해 이익의 최소 2% 기부
- 이사회 구성원 중 78%가 여성이고 44%가 다양성 보유
- 2014년 이후 직원에게 1억 8천만 달러 이상의 지분 부여
- 이중 크루얼티-프리 인증 유지
회사의 세 번째 연간 임팩트 보고서는 사람, 제품 및 지구 지원을 위해 다섯 개의 브랜드 간의 진행 상황을 자세히 설명합니다. e.l.f. Beauty는 긍정성, 포용성 및 접근성으로 운영되는 목적 주도형, 성과 지향적 기업이 되는 것을 목표로 하고 있습니다.
e.l.f. Beauty (NYSE: ELF) a lancé une campagne audacieuse intitulée 'Dupe That!' pour mettre en avant son Rapport d'Impact pour l'exercice 2024 et encourager d'autres entreprises à s'unir pour avoir des impacts positifs. La campagne, présentée sur des écrans LED au World Trade Center et dans le The New York Times, met en lumière les réalisations de e.l.f. dans :
- Démocratiser l'accès aux produits de beauté
- Faire don d'au moins 2% des bénéfices de l'année précédente
- Avoir un conseil d'administration composé de 78% de femmes et de 44% de diversité
- Accorder plus de 180 millions de dollars en capitaux aux employés depuis 2014
- Maintenir une double certification cruelty-free
Le troisième Rapport d'Impact annuel de l'entreprise détaille les progrès réalisés à travers ses cinq marques pour soutenir les personnes, les produits et la planète. e.l.f. Beauty vise à être une entreprise axée sur un but, orientée vers les résultats, qui opère avec positivité, inclusivité et accessibilité.
e.l.f. Beauty (NYSE: ELF) hat eine mutige Kampagne mit dem Titel 'Dupe That!' ins Leben gerufen, um ihren Impact Report für das Geschäftsjahr 2024 zu präsentieren und andere Unternehmen zu ermutigen, positive Auswirkungen zu erzielen. Die Kampagne, die auf LED-Bildschirmen im World Trade Center und in der New York Times zu sehen ist, hebt die Errungenschaften von e.l.f. hervor:
- Demokratisierung des Zugangs zu Schönheitsprodukten
- Spenden von mindestens 2% des Gewinns des Vorjahres
- Ein Vorstand, der zu 78% aus Frauen und zu 44% aus Menschen mit Diversität besteht
- Gewährung von über 180 Millionen Dollar in Eigenkapital an Mitarbeiterseit 2014
- Aufrechterhaltung einer doppelten cruelty-free Zertifizierung
Der dritte jährliche Impact Report des Unternehmens beschreibt die Fortschritte seiner fünf Marken in der Unterstützung von Menschen, Produkten und dem Planeten. e.l.f. Beauty hat sich zum Ziel gesetzt, ein zweckorientiertes, ergebnisorientiertes Unternehmen zu sein, das mit Positivität, Inklusivität und Zugänglichkeit arbeitet.
- Launched 'Dupe That!' campaign to encourage positive impacts in the industry
- Donates at least 2% of previous-year profits to drive positive change
- Corporate board is 78% women and 44% diverse, leading in board diversity
- Granted over $180 million in equity to employees since 2014
- Maintains double cruelty-free certification from PETA and Leaping Bunny Program
- None.
Insights
e.l.f. Beauty's "Dupe That!" campaign is an innovative marketing approach that aligns with the company's core values and ESG initiatives. While not directly impacting financials, this campaign could potentially enhance brand perception and customer loyalty. The company's focus on democratizing beauty products, as evidenced by the price comparison of lip oils, may contribute to its competitive positioning in the market.
The Impact Report highlights e.l.f.'s commitment to corporate social responsibility, which can be attractive to socially conscious investors and consumers. Notable points include:
- Donating
2% of previous-year profits - A highly diverse board composition (
78% women,44% diverse) - Employee equity grants totaling over
$180 million since 2014
These initiatives, while not immediately reflected in financial statements, can contribute to long-term brand value and employee retention. The company's multi-brand strategy and focus on accessible pricing could support continued market share growth in the competitive beauty industry.
The "Dupe That!" campaign is a bold and clever marketing move by e.l.f. Beauty. By challenging competitors to match their ethical and inclusive practices, they're positioning themselves as industry leaders in corporate responsibility. This approach could significantly boost brand awareness and consumer trust.
The campaign's multi-channel execution is impressive:
- 280 feet of LED screens at the World Trade Center
- Two-page spread in The New York Times
- Social media ecosystem integration
This comprehensive strategy ensures high visibility across diverse demographics. The use of whimsical unicorn imagery juxtaposed with hard facts creates a memorable and shareable campaign, potentially driving organic reach.
The focus on quantifiable achievements in diversity, accessibility and sustainability aligns well with growing consumer demand for socially responsible brands. This could translate into increased customer loyalty and potentially a premium pricing power in the long run, despite their current focus on affordability.
Bold new campaign spotlights e.l.f.’s FY 2024 Impact Report and progress supporting its intentional efforts to support people, product and the planet
When a business both does good and is good, anything is e.l.f.ing possible: e.l.f. Beauty introduces ‘Dupe That!’ (Graphic: Business Wire)
Today, the company launched a bold stop-in-your tracks campaign to support its mantra that when a business both does good and is good, anything is e.l.f.ing possible: Introducing ‘Dupe That!’
The campaign encourages the community to read e.l.f.’s FY 2024 Impact Report and participate in being good and doing good. The company believes an environment in which companies lift each other up to do better elevates the entire playing field so we all win.
“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!”
e.l.f. is presenting ‘Dupe That!’ across more than 280 feet across 22 LED screens of the marquee E-Panel wall in The World Trade Center retail complex in
The campaign was created with partner agency Madwell. In an eye-catching call to action, the approach highlights fanciful unicorns set against tangible, quantitative facts:
- 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 is78% women and44% diverse -
Making every one of e.l.f.’s 500+ employees an owner, granting more than
$180 million - Standing with every eye, lip, face, paw and fin with double cruelty-free certification from PETA and Leaping Bunny Program
The company released its third annual Impact Report earlier this month, detailing actions and progress in supporting positive impacts for people, product and the planet across the company’s five brands: e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People and NATURIUM.
Also in October, e.l.f. with North Carolina A&T University published the Not-So-White Paper, a researched-based report underscoring the impactful role that board diversity plays in the success of
This collective work reinforces e.l.f.’s vision to be a different kind of company that operates with positivity, inclusivity and accessibility.
Read the Impact Report here: https://www.elfbeauty.com/articles/2024-impact-report
*
About e.l.f. Beauty
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. e.l.f. is a different kind of company that disrupts norms, shapes culture and connects communities, through positivity, inclusivity and accessibility. The mission is clear: to make the best of beauty accessible to every eye, lip and face. e.l.f. Beauty and its brands, e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People and NATURIUM, are led by purpose, driven by results and elevated by superpowers. e.l.f. Beauty offers e.l.f. clean and vegan products and proudly stands as the first beauty company with Fair Trade Certified™ facilities. With a kind heart at the center of e.l.f.’s ethos, the company donates
View source version on businesswire.com: https://www.businesswire.com/news/home/20241020866152/en/
Media contact:
Hannah Rubin
CorpComms@elfbeauty.com
Source: e.l.f. Beauty
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