e.l.f. Beauty Wants You to 'Give an e.l.f.'
e.l.f. Beauty, a company on a mission to make the best of beauty accessible to every eye, lip and face, has released its fourth annual Impact Report.
The digital-first report is built around the theme of 'the every' - a reflection of e.l.f.’s commitment to be a bold disruptor with a kind heart. To amplify the message behind the Impact Report, e.l.f. also launched a bold, international consumer campaign, 'Give an e.l.f.' The campaign features voices of kindred spirits and encourages the community to fuel their own sense of purpose.
The call to action is simple: 'What do you give an e.l.f. (F#@&) about?' Created with creative agency CASE, e.l.f. and its partners tell straight like it is – straight to camera and the passion is palpable.
The campaign will be featured across social, digital, print and out-of-home placements. Among those giving passionate and confident answers – straight to camera – are:
- Billie Jean King, equality champion, gives an e.l.f. about board diversity representation
- Aditya Madiraju, creator, gives an e.l.f. about LGBTQIA+ advocacy
- Jaedyn Shaw, professional soccer player, gives an e.l.f. about women in sports
- Kgothatso Montjane 'KG', paralympian, gives an e.l.f. about empowering.legendary.females.
- Amanda Nguyen, astronaut and activist, gives an e.l.f. about women’s rights
- Katherine Legge, professional racecar driver, gives an e.l.f. about putting girls in the driver’s seat
- Meduulla, musician, gives an e.l.f. about amplifying voices
- Melanie Barcenas, professional soccer player, gives an e.l.f. about self-expression
- Jess Rona, dog groomer, gives an e.l.f. about cruelty-free
- Javon Ford, cosmetic chemist, gives an e.l.f. about affordable skincare made with quality ingredients
- Paul Rice, founder of Fair Trade USA, gives an e.l.f. about Fair Trade
“We all give an e.l.f. 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, chief marketing officer, e.l.f. Beauty. “This campaign is our collective voice calling the world to stand up, speak up and show up for what matters. It’s turning caring into a cultural movement. We’re force multiplying with icons like Billie Jean King and Amanda Nguyen to inspire everyone to take action on what they give an e.l.f. about.”
“Sharing our Impact Report is one of my proudest moments each year as we see the collective highlights of living our vision to be a different kind of company by building brands that disrupt norms, shape culture and connect communities through positivity, inclusivity and accessibility,” said Tarang Amin, chairman and CEO, e.l.f. Beauty.
