E.l.f.’s “Dupe That!” campaign is about duping values, not products. While the brand is well-known among young consumers for many of their favorite product dupes, it’s using this identity to promote a different kind of replication. The brands 2024 Impact Report shows the impact of its sustainability and diversity efforts, so they’re now urging other businesses to join the “unicorn parade” in pursuit of purpose-driven initiatives. This year alone, e.l.f. has lead campaigns like the viral “So Many Dicks” promo to highlight their internal corporate diversity and even published an academic paper on the topic with North Carolina A&T University. The “unicorn parade” motif refers to prominently highlighting their tangible facts and authentic commitments to change, which is extremely important to young consumers. (Marketing Dive)
📝 YPulse reported: E.l.f. ranks on the top 50 “cool” brands among 13-39-year-olds
