e.l.f. Beauty’s Campaign ‘So Many Dicks’, a Risky Gamble?

In the world of beauty marketing, brands often walk a fine line between bold and brazen. e.l.f. Beauty’s 2024 campaign, ‘So Many Dicks’, unapologetically shattered that line, sparking one of the biggest viral conversations in recent memory. From social media buzz to think pieces dissecting its impact, the campaign has left many wondering. Was this a stroke of marketing genius or a step too far?

This post dives into the marketing mechanics behind the campaign, its audience reception, and what it means for the future of beauty branding.

The Campaign Breakdown: What Was e.l.f. Trying to Achieve?

A brand Known for its accessible, high-quality products and disruptive marketing strategies, it has built a reputation as a brand that speaks loudly and unapologetically to its audience.
‘So Many Dicks’ took this to another level. The campaign, which debuted with an attention-grabbing video, was designed to highlight the overwhelming presence of male leadership in the beauty industry. It called out the industry’s lack of female decision-makers, reinforcing e.l.f. ‘s commitment to empowerment and inclusivity. e.l.f. Beauty campaign has never been a brand to play it safe.

Key Objectives:

Spark viral engagement and conversation around gender representation in beauty.
Strengthen brand loyalty by aligning with socially conscious consumers.
Position e.l.f. as an industry disruptor that challenges outdated norms.

The Risk Factor: Bold campaigns like this always come with risks. The brand bet considerable on shock value, and while it gained massive attention, it also faced backlash from those who felt the approach was too provocative or alienating.

Audience Reaction: A Viral Success or a Polarizing Stunt?

If social media metrics are anything to go by, the campaign was an undeniable success regarding visibility. Within 48 hours: (OBERLAND)

The campaign video amassed 2.5 M+ + views on Instagram and TikTok. (e.l.f. Press Release)
#SoManyDicks trended on Twitter/X with over 15K mentions.
Engagement was 63% higher than e.l.f. ‘s previous major campaign.

However, not all reactions were positive. Some users applauded the campaign’s boldness, calling it “the type of marketing the beauty industry needs.” Others criticized it as “shock value over substance,” arguing that there were more effective ways to address gender disparity in beauty leadership.

Social Media Reactions:

“e.l.f. really said NO MORE DICKS IN BEAUTY! Love it.” – @beautyinsider (Twitter/X)

“I get what they’re trying to do, but the execution feels off. Will be interesting to see the long-term impact.” – @trendwatcher (Instagram)

“This is why e.l.f. stays winning. They understand how to talk to their audience.” – @makeupguru (TikTok)

Comparison: How Does It Stack Up Against Other Viral Beauty Campaigns?

To fully understand the impact of ‘So Many Dicks,’ let’s compare it to two other standout beauty campaigns:

Dove’s ‘Real Beauty’ Campaign (2004–Present)

Focused on self-acceptance and inclusivity.

Long-term success with a lasting cultural impact.

Positioned Dove as an advocate for real beauty.

Key Difference: While Dove used emotional storytelling, e.l.f. went for bold, disruptive messaging.

Fenty Beauty’s ‘Beauty for All’ Launch (2017)

Redefined inclusivity with 40 foundation shades at launch.

Created a massive industry shift overnight.

Positioned Fenty as a leader in diversity and representation.

Key Difference: Fenty focused on product inclusivity, whereas e.l.f. tackled leadership inclusivity.

The Takeaway: A Win or a Warning?

One thing is clear: e.l.f. Beauty is unafraid to take risks. Whether you love or hate ‘So Many Dicks,’ it did precisely what a viral campaign is supposed to do “get people talking“. (Campaign Live)

However, Will this strategy build long-term brand loyalty or be remembered as another shock-value stunt? Only time and future sales data will tell. (Marketing Dive)

What’s Next for Beauty Marketing?

The success of ‘So Many Dicks’ proves that brands that push boundaries can dominate the conversation. However, they must ensure their message aligns with genuine brand values and not just chase controversy for clicks.

One thing is for sure that the future of beauty marketing is getting bolder and brands that play it safe risk getting left behind.

Check out Nike’s 2024 “Winning isn’t for everyone“