Affordable beauty brand e.l.f. Cosmetics is leveraging its strong presence in Canada with the EYES.LEAFS.FACE. campaign, and a new partnership with the Toronto Maple Leafs. Created for the 2024 - 2025 regular season, this campaign officially kicked off at the Toronto Maple Leafs home opener on October 12th and will continue to engage fans with in-arena events, digital integrations, social media initiatives and more.
"Partnering with the Toronto Maple Leafs, the most globally recognized hockey team, was a natural extension of our commitment to inclusivity," said Patrick O’Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty, "45% of the Leafs’ fan base is female and the EYES.LEAFS.FACE. campaign allows us to connect with these incredible women in a way that’s rarely been done before."
Hockey Fan Cosmetic Campaigns
e.l.f. Cosmetics' EYES.LEAFS.FACE. Connects with Female Sports Fans
Trend Themes
1. Sports-influenced Beauty Campaigns - Brands integrating sports themes in beauty products create novel marketing opportunities that appeal to fans' passions.
2. Female-fan Focused Marketing - Companies recognizing and targeting the female sports audience can tap into a significantly underserved consumer base.
3. Integrated Onsite and Digital Engagement - Combining in-person events with digital and social media initiatives offers a comprehensive approach to enhance fan interaction and brand loyalty.
Industry Implications
1. Sports Marketing - The collaboration between beauty and sports industries presents fresh avenues for engaging a diverse fan demographic.
2. Cosmetics - Incorporating sports partnerships within the beauty sector enables brands to innovate their outreach and product offerings.
3. Event Management - The blend of in-arena activities with virtual components opens up new dynamics for fan engagement and event experiences.