Gina Luttrell

e.l.f. Beauty’s “So Many Dicks, So Few of Everyone Else” campaign isn’t your typical beauty ad. Launched in May 2024, it aims to spark a conversation about the lack of diversity in leadership positions at U.S. corporations. Here’s a deeper dive into the campaign’s key aspects:

The Message:

• Eye-catching Slogan: They used the humorous (and frankly shocking) tagline to grab attention and make a clear point.
• Data-Driven: The campaign was backed by research conducted with OBERLAND, highlighting the fact that men named Dick outnumbered women and diverse groups on boards.
  • e.l.f. Beauty and OBERLAND compiled data on the race and gender of board members for U.S. companies listed on the New York Stock Exchange and NASDAQ. Using public biographies, images, statements, and filings, they analyzed 36,957 board members from 4,429 companies. The resulting statistics were striking.
    • There were 566 men named Richard, Rick, or Dick (Dicks) serving on these public company boards.
    • Black women and Asian women barely outnumber men named Dick, with only 806 Black Women, 774 Asian Women.
    • There were only 283 Hispanic Women on these same boards, only half the number of “Dicks.”
    • There are 19x more men named Dick than the 29 women of Middle Eastern descent on these boards.
    • There are only 3 Native American Women serving on these boards compared to 566 men named Dick.
• Focus on Equity: The campaign isn’t just about humor; it promotes the importance of having a wider range of voices and perspectives in leadership roles.

Beyond the Slogan:

• Visuals: The campaign showcases homogenous white male faces across paid, earned, shared, and owned media.
• Website & Database: e.l.f. created a website where consumers could research the board makeup of public companies, including beauty brands, promoting transparency.
• Actionable Programs: e.l.f. partnered with the National Association of Corporate Directors to mentor and train 20 female and diverse board-ready candidates through a unique two-year program designed to prepare them for board service.

Public Relations & Marketing:

• Controversy & Conversation: The campaign generated significant buzz due to its provocative title, sparking discussions about diversity and inclusion.
• Brand Alignment: The campaign resonated with e.l.f.’s established brand image, which is known for being playful and socially conscious.
• Media Coverage: The campaign was covered by major publications like Adweek, PR News Online, and Yahoo Finance giving it a national platform.

Overall Impact:

• Raising Awareness: The campaign successfully highlighted the lack of diversity in boardrooms and sparked conversations about change.
• Positive Brand Image: e.l.f. is positioned as a progressive and forward-thinking company.
• Actionable Change: By creating training programs, they actively contributed to a more diverse future for corporate leadership.

The “So Many Dicks” campaign is definitely a gamble that paid off. The campaign uses humor and data to address a severe issue, garnering attention and potentially pushing the needle toward more diverse leadership structures.