When much of corporate America is lowering the volume on social causes, E.L.F. Beauty keeps using its outside voice.
The Oakland, California-based company is building on years of
purpose-driven work with “Give an E.L.F.,” a new campaign that celebrates women’s rights, LGBTQ equality, and disability inclusion. The effort accompanies the release of
E.L.F.’s fourth annual impact report and underscores what the company calls its identity as “a bold disruptor with a kind heart.”
“We have the courage to care, and
that’s how we make the world a better place for every eye, lip and face,” said Kory Marchisotto, CMO, in the announcement. “This campaign is our collective voice calling the world to
stand up, speak up, and show up for what matters.”
The spot focuses on trailblazing
advocates, including tennis legend Billie Jean King, astronaut and activist Amanda Nguyen, and race-car driver Katherine Legge. The launch included a New York City activation featuring an “ATM
of activism,” inviting visitors to choose a cause, triggering a donation to a corresponding nonprofit, and dispensing E.L.F. products as a thank-you. Ads are also appearing on 40 digital screens
in New York’s Penn Station, a two-page spread in The New York Times, in digital ads, and across E.L.F.’s social channels.
The new work
continues a steady pattern for E.L.F., which has used its marketing muscle to spotlight equality, representation, and inclusion at a time when many companies are shying away from those topics.
It’s a calculated risk — but one that has helped the brand connect deeply with younger consumers who expect values to show up alongside eyeliner.
E.L.F. is also extending its message to gaming audiences, becoming the first brand to launch a shoppable in-stream experience on Twitch, powered by Amazon Ads. The feature debuts on
its e.l.f.YOU! channel, which encourages self-expression and inclusivity among streamers. “From the start, e.l.f.YOU! was designed to empower female gamers, celebrate creativity and build
confidence at the intersection of makeup and the streaming culture,” said Patrick O’Keefe, chief integrated marketing communications officer, in the announcement. “We didn’t
just want to show up on Twitch — we wanted to level it up, amplify voices that were often overlooked and prove that beauty belongs everywhere.”
As others retreat from cause-based
marketing, E.L.F. is sticking to the playbook that’s defined its brand for years.