"Dupe That!" is a mission-led campaign by e.l.f. Cosmetics that challenges other companies to democratize beauty by following their lead of offering prestige brand equivalent products at accessible prices. The initiative also strives to emphasize diversity and equity within its corporate structure.
Role
Art Director
Client
e.l.f Cosmetics
Press
Ad Age,
Yahoo,
The Cut,
Marketing Dive,
Design Rush
The Unicorn Parade
The company takes pride in fostering a leadership team that reflects its values, with 78% of its executive board comprising women and 44% representing diverse backgrounds. This leadership composition highlights e.l.f.’s dedication to creating an inclusive environment at the highest levels of the organization.
Additionally, e.l.f. has taken significant steps to empower its employees financially by granting over $180 million in equity to its 500+ employees. This initiative reinforces a culture of shared success and investment in the brand’s future.
The importance of DEI
My role was not only conceptualizing the semantics of the campaign itself but also instilling nuances through design that spoke to the importance of DEI throughout the campaign. I lead art direction through diversifying the anatomy of the unicorns themselves and different hair textures/colors as well as pulling relevant artifacts from the 2024 impact report that spoke to campaign specific initiatives.
World Trade Center
& The New York Times
As a big portion of this work was not only the development of the :30 and :60 spot but also showcasing the 2024 impact report data across more than 280 feet across 22 LED screens of the marquee E-Panel wall in The World Trade Center. The campaign took over the entirety of the retail complex in New York as well as a two-page spread in The New York Times.
