e.l.f. Beauty has launched a new campaign, joining the dupe trend by calling on other brands to follow in its footsteps as "a bold disruptor with a kind heart.”
“Dupe That!” is an out-of-home (OOH) campaign aimed at inviting brands to "join the unicorn parade" and emulate e.l.f. Beauty's positive values, policies, and initiatives.
The campaign, created in partnership with creative agency Madwell, was launched across 22 LED screens at the marquee E-Panel wall in The World Trade Center retail complex in New York.
"Dupe That!" is also featured across a two-page spread in The New York Times and throughout e.l.f.’s social media platforms.
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The company recently released its third annual Impact Report, which details actions and progress in supporting positive impacts for people, product, and planet across e.l.f.’s five brands:
- e.l.f. Cosmetics
- e.l.f. SKIN
- Keys Soulcare
- Well People
- NATURIUM
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According to a press release, e.l.f., hopes to elevate “the entire playing field in which companies lift each other up” through this campaign.
“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!” e.l.f. Beauty CMO Kory Marchisotto shared.
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The renowned cosmetics giant is known for tapping into current trends to attract a younger market.
Its latest campaign is a nod to the culture of “duping" or duplicating products as cheaper alternatives to in-demand ones often punted by influencers online.
By creatively jumping on the trend, e.l.f. is showcasing its brand values while building a deeper emotional connection with its audience.
Brands aiming to craft similarly trend-driven campaigns can benefit from collaborating with creative agencies that specialize in innovative storytelling and audience engagement.
'Dupe That!' for Good
The OOH campaign features multi-colored unicorns, accompanied by some company facts, spread across a 280-foot digital billboard.
Some of these facts include the company's:
- Access to premium affordable beauty products (five e.l.f. lip oils for the price of one from its competitors)
- Donation of at least 2% of previous-year profits to drive positive change
- Corporate board of directors comprising of 78% women and 44% diverse
- Grant of over $180 million in equity to its more than 500 employees, excluding the executive team
- Boasts double cruelty-free certification from PETA and the Leaping Bunny Program
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e.l.f.’s 30-second spot for “DUPE THAT!” opens with an explanation about the growing interest in dupes.
The company calls on others to dupe it, stating that it is “a brand with values” and that it “democratizes access to the best of beauty."
The video ends with the witty call to action: "Please, please E.L.F.ING DUPE THAT!"
Earlier this year, e.l.f. released another innovative spot based on current events — dubbing the “Hot Girl Walk” as an Olympic sport.
