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e.l.f. Cosmetics announces new “porpoise-ful” initiative to benefit Whale and Dolphin Conservation

For Immediate Release, March 16, 2023

OAKLAND, CA

On the fins of its first television commercial and the success of its viral sensation Power Grip Primer, e.l.f. continues to fuel its eyes.lips.face.sticky campaign with their New! Sticky Shop Merch collection. 

Power Grip Primer, the co-star of our big game TV spot, takes another lead role – this time, inspiring the creation of e.l.f.’s Sticky Shop merch,” says Laurie Lam, Chief Brand Officer, e.l.f. Beauty. As the #1 best-selling primer in beauty, experts estimate that one tube of Power Grip Primer is sold every 3.7 seconds. Its star-sticking power is matched by its dewy dolphin face & makeup-gripping power.  With Sticky Shop, e.l.f. fans have access to hot drop merchandise that are sticky AF, grippy, and tied to a good cause.   

Sticky Shop’s limited-edition items, dreamt and designed with Day One Agency, include: 

  • Sticky Patch Varsity Jacket, $55. Nothing says style like a football-inspired letterman jacket that has hidden sewn-in Velcro so that it will grip any of the 8 Power Grip Patches included with each jacket.  Designed for an oversized fit that makes it perfect for layering and a closet staple that you can customize each day, any way you choose.   
  • Sticky Patch Hat, 19. Get sticky in style with this dad hat that you can customize with 8 Power Grip Patches. So e.l.f.ing cool, you'll want to wear it on even the best hair days.  
  • Power Grip Patches, $15. This set of 8 embroidered collectible patches have grippy backings that take customization to the next level on your Sticky Shop gear – because why the e.l.f. not?  
  • Power Grip Slime(r), $6. Sensing a sticky situation on the rise? Relieve all stress with slime inspired by none other than Power Grip Primer. Find the easter egg hidden in each puck of slime. IYKYK. 

Sticky Shop goes live today, March 16,on elfcosmetics.com. Items are expected to sell out fast especially when e.l.f. fans see their crush that made high school cool, Mario Lopez @mariolopez himself, decked out in Sticky Shop merch. Speaking of high school, check out @elfyeah on TikTok where things get a little campy and journey back to high school sticky (awkward!) situations that are saved by the Sticky Shop. Fans can also find these limited-edition sticky collectibles on the leading livestream shopping platform NTWRK today.

Guided by Porpoise

e.l.f. continues to be guided by “porpoise” with the announcement of a $100,000 donation benefiting the Whale and Dolphin Conservation (WDC). In addition, proceeds of the Sticky Shop merch, up to $25,000, will also be donated by e.l.f. to WDC to benefit this important cause. e.l.f. expands its purpose to stand with every eye, lip, face, paw and fin and its commitment to do the right thing for people, the planet, furry and finned friends alike. “Our donation will support research and educational programs at WDC to inspire and engage young girls in marine life conservation and help them discover career pathways rooted in STEM,” adds Laurie.

“Hands-on activities ‘stick’ with people and are an incredibly important way to engage students in marine science and conservation,” explains Regina Asmutis-Silvia, Executive Director for WDC North America. “We are so excited to work with e.l.f. to expand our elementary education program, inspiring students to protect the whales and dolphins who help protect our planet.”

About e.l.f. Cosmetics

Since 2004, e.l.f. Cosmetics has made the best of beauty accessible to every eye, lip and face. We make high-quality, prestige-inspired cosmetics and skin care products at an extraordinary value and are proud to be 100% vegan and cruelty-free. As one of the first online beauty brands, e.l.f. continues to attract a highly engaged audience and set benchmarks with new digital platforms. Our brand is widely available at leading retailers such as Target, Walmart and Ulta Beauty, and has a growing international presence. Learn more by visiting www.elfcosmetics.com

About Day One Agency

Founded in 2014, Day One Agency is a creative communication agency with the ambition of stopping the world in its scroll with stories that earn a meaningful place in culture. Day One Agency’s Shape, Share, Fuel approach to storytelling is founded on the belief that no one shares “content,” they share stories. Combining the best of PR, digital, and social agencies, D1A has attracted world-renowned brands to the agency. They consistently top the lists of the industry's fastest growing independent agencies. Day One Agency has creative hubs in New York, Los Angeles, Chicago and Portland. For more information, please visit www.d1a.com

About Whale and Dolphin Conservation

The Whale and Dolphin Conservation (WDC) is the leading international charity dedicated solely to the worldwide conservation and welfare of all whales, dolphins, and porpoises.  Since 2005, our North American office has been focused on advocating and protecting these animals through policy, education, and science as whales and dolphins play a pivotal role in keeping our shared oceans healthy. Save the whales, save the world.   

Learn more at whales.org 

Media Contacts:

e.l.f. Beauty Corporate Communications Inquiries:
Melinda Fried
[email protected] 

Business Press Inquiries: 

Rachel Sharpe

[email protected]

Consumer Media Inquiries:
Danielle Zausner
[email protected] 

Whale and Dolphin Conservation Inquiries:

Regina Asmutis-Silvia

[email protected]

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