Engagement
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Engagement
Behind e.l.f. Cosmetics’ Indy 500 Sponsorship and Purdue University Partnership
While many brands have rolled back their DEI support in the past year, e.l.f. Cosmetics has done the opposite. It became the first beauty brand to be a lead sponsor of an Indy 500 driver—and that driver is the only female that competed in the race. While many brands have rolled back their DEI support in the past year, e.l.f. Cosmetics has done the opposite. It became the first beauty brand to be a lead sponsor of an Indy 500 driver—and that driver is the only female that competed in the race. Here’s how e.l.f. teamed up with Purdue University on a “Lip Oil Change” activation that coincided with the final leg of Taylor Swift’s U.S. Eras Tour.
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Conversations
Diageo Global Director: Don Julio Tequila Aims to Own ‘Day of the Dead’ Holiday
We spoke to Diageo’s Sophie Kelly about the global Dia de Muertos campaign, its multi-level marketing plan and her overall strategy for brand growth.
