05.02.24
Beauty and inclusivity go hand in hand these days—and if a beauty brand wants to connect with younger consumers, it had better show it has options to cater to diverse skin tones.
E.l.f. Beauty is taking this mission further by partnering with tennis star Billie Jean King to call on U.S. business leaders and the wider community to play the “Change the Board Game”—and put more women and diverse candidates on corporate boards.
Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty, comments:
"We are asking our peers and partners to join us in increasing diversity in the highest seats of power. Change the board game, normalize diversity, change the world.”
King adds, "Fighting for gender equality and inclusivity has been the driving force in my life for 70 years. Change is often a slow process and those in positions of power can bring about change quicker. e.l.f. Beauty is leading change in the boardroom and showing us investment in equality and inclusivity will ultimately be rewarded with tangible results."
King previously partnered with e.l.f. to commemorate the 50-year milestones of the “Battle of the Sexes” and equal prize money at the U.S. Open. And last year, e.l.f. beauty highlighted inspirational stories from role models overcoming adversity.
It's not King's first beauty partnership—in 2022, she created a custom fundraising lipstick.
The New Campaign Serves Up Startling Facts
As part of e.l.f. Beauty's new campaign that aims to highlight the inequity at the top of America’s companies. Long-time partner agency, Oberland, created these comical but impactful spots with O-Positive Production Company and Director Miranda Haymon.King picks up her racket and launches fact-filled tennis balls at an in-progress board meeting. She serves up statistics revealing that women make up only 27% of U.S. corporate boards—and the average U.S. corporate board is 88% white.
Related: E.l.f. Cosmetics Will Debut Superbowl Spot Starring 'Judge Beauty'
Practicing What It Preaches
The beauty company practices what it preaches—e.l.f. Beauty is one of only four publicly traded U.S. companies out of 4,200, with a board of directors comprising two-thirds women and one-third diverse representation.Marchisotto says, “We believe that the inclusivity of our Board of Directors and Executive Team has been a driving factor in our extraordinary business results over the last five years. Doing the right thing is good for our community - and good for business: e.l.f. has proven that with 20 consecutive quarters of net sales growth."
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