e.l.f. expands its commitment to inclusivity
and women in sport with a first-of-its-kind beauty partnership with
the historic hockey franchise
TORONTO, Oct. 11,
2024 /CNW/ - You can't spell Leafs
without e.l.f.
e.l.f. Cosmetics, the global beauty brand with a strong presence
in Canada, is breaking ice on a
new partnership with the Toronto Maple Leafs. Launching for the
2024-25 regular season, the EYES.LEAFS.FACE. campaign is set to
disrupt professional hockey in a way only e.l.f. can. The campaign
will officially kick off at the Toronto Maple Leafs home opener on
October 12, 2024 with a suite of
advertising, in-arena events, digital integrations and engaging
social media initiatives that celebrate both e.l.f. and the Toronto
Maple Leafs.
"Nothing shapes culture in Canada like hockey and today marks an exciting
new chapter for e.l.f. as we unveil our partnership with the
legendary Toronto Maple Leafs," said Patrick O'Keefe, Chief Integrated Marketing
Officer of e.l.f. Beauty. "EYES.LEAFS.FACE. represents everything
e.l.f. stands for as a brand dedicated to breaking barriers and
defying expectations as we celebrate individuality both on and off
the ice."
e.l.f. has long been a champion of women in sports, supporting
both athletes and fans. The brand consistently shows up for its
community, identifying unique white space opportunities to connect
with female fanbases. From the Big Game to the Indianapolis 500 and now Leafs Nation, e.l.f.
Beauty is committed to amplifying underrepresented voices and
fostering inclusivity.
As a dedicated supporter of the Professional Women's Hockey
League (PWHL), the National Women's Soccer League, and the Billie
Jean King Foundation, e.l.f. Beauty remains focused on
democratizing access for both players and fans. The company's ethos
of empowering self-expression and promoting inclusivity is at the
heart of its mission, continuing to push boundaries and redefine
the role of beauty in sports.
"We're thrilled to welcome e.l.f. Cosmetics as a partner of the
Toronto Maple Leafs," said Kimberlee
Welch, Senior Director, Global Partnerships, MLSE. "This
collaboration unites two passionate fan bases and two pioneering
brands for one groundbreaking mission: to promote inclusivity and
celebrate the diversity of our growing hockey community. We can't
wait to see the creativity that EYES.LEAFS.FACE. will inspire among
Leafs Nation."
Fans are encouraged to stay tuned to the official e.l.f.
Cosmetics and Toronto Maple Leafs social media channels for more
information and updates around the EYES.LEAFS.FACE. campaign.
Get social with e.l.f. Cosmetics @elfcosmetics and shop it
online and in stores at Shoppers Drug Mart, Walmart and
elfcosmetics.com.
About e.l.f. Cosmetics:
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is
e.l.f.ing possible. e.l.f. is a different kind of company that
disrupts norms, shapes culture and connects communities, through
positivity, inclusivity and accessibility. The mission is clear: to
make the best of beauty accessible to every eye, lip and face.
e.l.f. Beauty and its brands, e.l.f. Cosmetics, e.l.f. SKIN, Keys
Soulcare, Well People and NATURIUM, are led by purpose, driven by
results and elevated by superpowers. e.l.f. Beauty is cruelty free,
with double certifications from both Leaping Bunny and PETA, offers
clean and vegan products and proudly stands as the first beauty
company with Fair Trade Certified™ facilities. With a
kind heart at the center of e.l.f.'s ethos, the company donates 2%
of net profits to organizations that make positive impacts. Learn
more at www.elfbeauty.com
Media Contacts:
e.l.f. Cosmetics Media
Inquiries:
Alexandria
Horvat-Becevello
alexandria@1milk2sugars.com
MLSE Media Inquiries:
Victoria
Malisani
victoria.malisani@mlse.com
SOURCE e.l.f. Cosmetics