E.l.f. Beauty has launched a bold initiative, “Dupe That!”, reinforcing its belief that when a business prioritizes both goodness and positive impact, anything “is e.l.f.ing possible.”
The campaign invites the community to explore e.l.f.’s FY 2024 Impact Report and engage in the mission of doing good. The company is dedicated to fostering an environment where businesses support one another, ultimately raising the standards for everyone involved.
Kory Marchisotto, e.l.f. Beauty’s Chief Marketing Officer, stated,
“Our e.l.f. ethos powers purpose, our purpose powers people, our people power performance – and our performance powers possibilities. 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!”
The campaign was developed in collaboration with partner agency Madwell.
In a striking call to action, the campaign features whimsical unicorns alongside concrete facts, such as:
- Democratizing access to high-quality beauty products, allowing customers to purchase five e.l.f. lip oils for the price of one from a prestige competitor, based on September 2024 pricing.
- Leading with compassion by donating at least 2% of profits from the previous year to promote positive change.
- Transforming the corporate landscape as the only U.S. publicly traded company—out of around 4,100—to have a board of directors that is 78% women and 44% diverse.
- Ensuring that all of e.l.f.’s 500+ employees are owners, having granted over $180 million in equity (excluding the executive team) since 2014.
- Committing to ethical practices with double cruelty-free certification from PETA and the Leaping Bunny Program.
The “Dupe That” campaign will be showcased on more than 22 LED screens on the E-Panel wall in The World Trade Center retail complex in New York, featured in a two-page spread in The New York Times, and highlighted throughout e.l.f.’s social media platforms. E.l.f. Beauty Introduces ‘Dupe That’ Campaign.
