The key objective of the “Dupe That!” campaign was to capitalize on trendy “duping” conversations, in a way that highlights e.l.f.’s company values. The campaign objective of “Dupe That” was two-fold: First, we wanted to highlight e.l.f.’s brand values, a core aspect of its business, and second, to invite other brands to dupe our values, and make the world a better place with us. “Dupe That!” spotlighted e.l.f.'s leadership in corporate responsibility, and was released with its annual impact report—a document that might’ve faded into obscurity on another brand’s press page.
The creative idea behind e.l.f. Beauty's “Dupe That!”campaign centers on transparency and authenticity, positioning the brand as a leader in ethical practices while challenging competitors and brands outside the beauty industry to do the same. The campaign cleverly highlights the disparity between consumer values and corporate priorities, emphasizing that nearly 70% of consumers prefer brands that align with their principles, particularly those that prioritize sustainability, inclusivity, and social responsibility.
To address this objective, “Dupe That!” leverages engaging visuals and messaging that resonate with its target audience, especially Gen Z. By showcasing e.l.f.'s commitment to representation, the campaign effectively communicates the brand's dedication to mirroring the diversity of its consumers. This approach not only strengthens brand loyalty among existing customers but also attracts new ones who value companies with strong ethical foundations.
The creative execution includes social media graphics and high-impact OOH executions. This strategy taps into the major following the brand has (9.4M across Instagram and TikTok), and meets corporate executives where they are.
By inviting corporations to uphold similar values, e.l.f. not only reinforces its own brand identity but also encourages a broader industry shift toward ethical practices. Ultimately, the “Dupe That!” campaign effectively combines creativity with strategic messaging, addressing the insights identified while fostering a sense of community among consumers who seek to make responsible choices in their beauty products.
To ensure our campaign was viewed by as many people from our target audience as possible, our work went live where they could find it. Instead of a traditional Impact Report that fades away in a press release, e.l.f. Beauty brought this campaign to the consumer by showing up in disruptive and unexpected ways to bring about a call to action from their values-conscious community and beyond.
For consumers, the primary elements of the campaign were posted across e.l.f. Beauty's social media, encompassing Instagram, TikTok, YouTube, X, and more. We included an eye-catching animated video, along with a CGI Unicorn Parade to truly illustrate that e.l.f. is a unicorn in this space.
As for the shareholders, we cross-posted to LinkedIn, secured Full Spread Ads in The New York Times, Sunday & Monday Editions, including a smaller-scale ad in Sunday’s Business Section, and had an Oculus takeover, putting our “dupe-able” stats where NYC Commuters can see, up close and personal. “Dupe That!” invited competitors, instead of calling them out, to show up and dupe e.l.f.’s values as they understood that inclusion is what will create the most transformative impact.
The “Dupe That!” campaign successfully amplified e.l.f. Beauty’s core values—affordability, quality, and inclusivity—while positioning the brand as a leader in the beauty industry. By embracing the cultural conversation around high-performing, budget-friendly alternatives to prestige products, “Dupe That!” reinforced e.l.f.’s commitment to delivering the best of beauty at accessible prices.
With ~194 million impressions from press, the campaign reached a massive audience, ensuring e.l.f.’s messaging permeated both consumer and industry conversations. This coverage underscored e.l.f.'s ability to disrupt traditional beauty norms, resonating with trend-driven beauty enthusiasts and professionals alike.
On social media, “Dupe That!” drove ~6.7 million views and ~127k engagements, indicating strong consumer alignment with e.l.f.’s positioning as an accessible yet trend-savvy brand. The campaign’s virality not only engaged e.l.f.’s existing community but also attracted new consumers by tapping into the growing trend of beauty dupes.
Beyond consumer impact, the success of “Dupe That!” signaled to retailers and industry stakeholders that e.l.f. is a force shaping the future of beauty. The campaign strengthened brand equity, reinforcing the notion that e.l.f. consistently delivers innovative, on-trend products that meet consumer demand while upholding its brand ethos.
By keeping e.l.f.’s values at the forefront of beauty conversations, “Dupe That!” not only drove impressive engagement but also deepened the brand’s cultural relevance, proving that affordability and quality can go hand in hand—without compromise.
