e.l.f. Cosmetics Partners with Toronto Maple Leafs to Launch Inclusive Beauty Campaign
TORONTO, ON – e.l.f. Cosmetics is making waves in the world of sports and beauty with its latest partnership with the Toronto Maple Leafs, launching the innovative EYES.LEAFS.FACE. campaign for the 2024-25 NHL season. This initiative aims to celebrate and empower female hockey fans, recognizing that approximately 45% of the Leafs’ fanbase is female.
The campaign will officially kick off during the Leafs’ home opener on October 12, 2024, featuring a blend of advertising, in-arena events, digital integrations, and engaging social media initiatives that will showcase both e.l.f. and the iconic hockey franchise.
“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. “The EYES.LEAFS.FACE. campaign allows us to connect with these incredible women in a way that’s rarely been done before. We love creating unique, tailored experiences that resonate with them directly.”
e.l.f. has long been a proponent of women in sports, actively supporting initiatives across various leagues, including the Professional Women’s Hockey League (PWHL) and the National Women’s Soccer League. The brand aims to amplify underrepresented voices and foster inclusivity in the sports community.
Kimberlee Welch, Senior Director of Global Partnerships at MLSE, expressed excitement over the partnership: “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.”
As part of the campaign, fans are encouraged to engage with e.l.f. Cosmetics through their official social media channels for updates and more information about upcoming events. e.l.f. products are available online and at major retailers, including Shoppers Drug Mart and Walmart.
e.l.f. Beauty (NYSE: ELF) emphasizes its mission to make beauty accessible to everyone, embodying values of positivity, inclusivity, and community connection. With cruelty-free and vegan products, e.l.f. is committed to social responsibility, donating 2% of net profits to organizations making positive impacts.
For more details, visit elfbeauty.com.
