e.l.f. Cosmetics
e.l.f. Dupe That Campaign
Challenge
In a world where values and impact matter more than ever, most consumers still don’t know what brands stand for, and rarely read impact reports. The question is: how do we not only showcase our values but get people to care? And, how can we inspire other brands to lead with their values in a way that sparks change?
Solution
As a brand known for making beauty accessible to all, but often labeled as a “dupe brand,” e.l.f. flips that narrative—shifting the conversation from price to purpose. By embracing the “dupe” label, we spark a unicorn contagion of good, spreading our values while causing a ruckus that encourages other brands to lead with impact, not just profit.
