Dupe That!

There's an obsession with "dupes" on the internet, especially when it comes to fashion and beauty products. But instead of marketing e.l.f.’s products as dupes of more high-end, luxury brands and risk denigrating the brand’s own offerings, we set out to own the conversation at an even higher level. So we challenged the world to dupe something way more important than a lip gloss or foundation, we challenged other brands to dupe their company values.

e.l.f. has set the standard for years, democratizing access to beauty with premium products for a fraction of competitors’ costs. They changed the board game with a board of directors that is 78% women and 44% diverse. e.l.f. leads with kind hearts, with at least 2% of their profits going to drive positive change in the world. e.l.f. granted $180 million in equity to their employees by making them shareholders.

To get the word out on social, we hosted the world's first unicorn parade. Because, really, e.l.f. is a complete unicorn in the category when it comes to doing values-driven business.