E.l.f. Beauty’s latest purpose-driven stunt leverages their authority on dupe culture.
“Dupe That!” invites other companies to join the “unicorn parade” by prioritizing making a positive impact. The effort highlights the brand’s fiscal year 2024 Impact Report, which details their affordable pricing and donation of 2% of previous-year profits to drive change.
The digital campaign also includes a two-page spread in The New York Times and a spot on the E-Panel wall in The World Trade Center retail complex in New York.
This follow’s e.l.f.’s “So Many Dicks” campaign earlier this year, which touted the brand’s status as the only U.S. publicly traded company to have a corporate board of directors that is 78% women and 44% diverse.
