e.l.f. Cosmetics is still leaning into DEI in their new campaign with Meghan Trainor. Though new stories of brands rolling back DEI programs are circulating everyday, e.l.f. is remaining committed to their causes—as they’ve shown through other campaigns challenging brands to “dupe” their values. This time, they’re highlighting how few pilots are women compared to men (making up less than 10% globally) and posing their “Cloud Skin” bundle on E.l.f. Air. Trainor plays the pilot giving a safety demonstration using different e.l.f. products to get their skin “cleared for takeoff,” though in the last seconds asks in panic if anyone knows how to fly a plane. This is another in the line of humorous, but still value-driven ads with celeb collaborators from the brand, and it’s clearly a strategy that’s working. (Retail Dive)
📊 YPulse data: e.l.f. is a top Cool brand for 18-24-year-olds
