In 2024, e.l.f. Beauty launched the bold and provocative “So Many Dicks” campaign to spotlight gender inequality in corporate boardrooms.
The campaign’s title underscored a startling statistic: there were nearly as many men named Richard, Rick, or Dick serving on U.S. public company boards as there were women in total.
Campaign Objectives:
- Raise awareness about the underrepresentation of women on corporate boards.
- Align e.l.f. Beauty’s brand with social equity and gender inclusivity.
- Engage consumers and stakeholders in meaningful conversations about diversity.
e.l.f. Beauty employed a mix of digital media, social platforms, and PR outreach to disseminate the campaign’s message. By leveraging a provocative title, the campaign aimed to capture attention and provoke discussion. The company also highlighted its own commitment to diversity, with CEO Tarang Amin emphasizing their dedication to DEI initiatives despite potential backlash.
The “So Many Dicks” campaign garnered significant media coverage and public attention, sparking conversations about gender diversity in corporate leadership. While some criticized the campaign’s bold approach, many praised e.l.f. Beauty for taking a stand on a critical social issue. The campaign reinforced the brand’s image as a socially conscious and progressive company.
e.l.f. Beauty’s “So Many Dicks” campaign exemplifies how brands can use bold messaging to address societal issues and promote diversity. By confronting gender disparities head-on, e.l.f. not only raised awareness but also solidified its position as a leader in advocating for inclusivity in the corporate world.
AWARDS
Cannes Lions 2025
CREDITS
Brand: e.l.f. Beauty. Chief Executive Officer: Tarang Amin. Chief Brand Officer: Laurie Lam. Chief Marketing Officer: Kory Marchisotto. Creative Agency: Oberland, New York. Co-Founder: Bill Oberlander. Chief Executive Officer: Drew Train. Creatives: Patrick O’Keefe, Samantha Critchell, Ashley Rosebrook, Nimrat Brar, Michelle Gabbay, Brooklyn Boston, Jennifer Budres, Tani Chelsey Duckworth, Regine F., Kristen Savitsky. Communications Lead: Melinda Fried. Production Company: Office of Development & Design.
