OBERLAND

“Find a group of people who challenge and inspire you, spend a lot of time with them, and it will change your life forever.” – Amy Poehler I surround myself with a parade of unicorns. A blessing of bold disruptors with kind hearts that use their magic to make an impact every e.l.f.ing day. I am more powerful and more possible when our beautiful stars connect to create a brilliant constellation. Together, we are steering the cultural conversation towards positivity, inclusivity, and accessibility. It’s a challenging journey, but when you force multiply with kindred spirits, anything is e.l.f.ing possible. A heartfelt thank you to every e.l.f. and every e.l.f. partner who challenges and inspires me daily. You have changed my life forever. This award is a recognition and celebration of our collective. It belongs to every bold change agent who uses their superpowers to author a better and brighter tomorrow. Thank you again to Ad Age for shining the spotlight on Leading Women and Rising Stars ✨✨✨ 🙏To the parade of unicorns from E.L.F. BEAUTY, CASE Agency, Day One Agency, OBERLAND, and SHADOW who use their power to lift up others, especially me💜

Lisa Topol, Managing Partner & ECD at OBERLAND Melinda Fried, Head of Corporate Comms at E.L.F. BEAUTY sit down to chat about the So Many Dicks campaign on Indie Agency News 🎙️ Take a listen! Topol discusses how OBERLAND humanized the numbers on the lack of diversity on corporate boards ✍🏻 Both touching on how DEI efforts are more crucial than ever. Melinda says, “It’s not that there’s anything wrong with there being a Richard, Rick, or Dick on a board. The issue is that there are so few of everyone else.” Thanks for asking the great questions Doug Zanger 🔍

Thanks Trend Hunter! We launched the “Beauty For Every Eye” bundle with e.l.f. Beauty and World Champion Blind Swimmer Anastasia “Tas” Pagonis 🏊🏻♀️ Launched this week, we developed the “Beauty For Every Eye” bundle with e.l.f. and Tas. Each with a scannable QR code that links to an audio recording by Tas describing the product, including finish and application tips. This limited-edition kit features three of Pagonis' favorites: e.l.f. Cosmetics Big Mood Waterproof Mascara ✨ e.l.f. Cosmetics Glossy Lip Stain in Power Mauves 💄 e.l.f. SKIN Suntouchable Whoa Glow SPF 30 in Sunbeam This innovative "beauty hack" is used by Tas herself as a blind beauty lover seeking greater accessibility. https://lnkd.in/edpvKsgK

For #fashion and #beauty brands, telling a story that both cuts through the noise and conveys a powerful brand message has never been more challenging, or important. And, as the rules of marketing have changed, so too have the people behind the images, videos and ideas that have become fashion and beauty industry moments. That’s why, this year, we replaced our Top Marketers list with a group we’re calling Storytellers. On top of traditional marketing executives, they include founders, writers and creative directors, all of whom shaped resounding narratives, inspired virality and established new industry playbooks over the last 12 months. Their work defined the year in fashion and beauty. Featuring Marty Bell, Dakota Green and Lach Hall of Vacation Inc., Thom Bettridge of SSENSE, Lindsey Di Cola of UGG, Calvin George Leung of Gap, Charlotte Tansill, Lisa Topol of OBERLAND, Erik Torstensson of FRAME, and Maisie Willoughby of Timberland.

e.l.f. is making a splash with world champion blind swimmer Anastasia “Tas” Pagonis, a beloved member of our e.l.f. family, as we work to bring accessible beauty to every eye, lip and face.     “Tas demonstrates the beautiful magic that happens when people embrace who they are, defy labels and see barriers as steppingstones. She redefines limitless,” says Kory Marchisotto, Chief Marketing Officer, E.L.F. BEAUTY. “We are on a journey to make beauty even more accessible to every eye, lip and face. Tas continues to be our inspiration, building deeper connections with our community and showing that anything is e.l.f.ing possible.”    As a beauty enthusiast, Tas showed us her “beauty hack,” placing scannable QR codes on her products that link to an audio recording describing what they are. Today – with Tas - we are launching a limited edition “Beauty for Every Eye” bundle to bring this innovative feature to the broader blind and low-vision community.     This bundle features three of Tas' favorite e.l.f. products – e.l.f. Cosmetics Big Mood Waterproof Mascara, e.l.f. Cosmetics Glossy Lip Stain in Power Mauves and e.l.f. SKIN Suntouchable Whoa Glow SPF 30 in Sunbeam – each with a scannable QR code that links to audio commentary by Tas describing the product, including finish and application tips.    Tas reminds us that beauty has no bounds, and we are grateful to be partner with a like-minded bold disruptor with a kind heart. ❤️

Mental health at work has come so far in the last 12 years. When I first started with NAMI-NYC and Northeast Business Group on Health on this journey we had to keep our summit meetings under Chatham House Rules. Now we get to ring the bell on NYSE … progress Laurel Pickering Michael Thompson Barbara Ricci Wendy Brennan Clare Miller Ken Dolan-Del Vecchio (He, Him, His) and many others…

Thank you The Harris Poll for showcasing our So Many Dicks campaign for e.l.f. Beauty! 📈 The numbers show that not only are we on the path to corporate board diversity, but the e.l.f. community is changing the way they speak about the brand. 💄✨ There was a significant spike in words to describe the brand from poll participants post the ‘So Many Dicks’ campaign. 📝 It’s a massive shift and we’re elf-ing here for it! Check out some insights from the data below: 🔎 Immediately following the launch of “So Many Dicks,” the way women describe e.l.f. shifted. After the campaign, women more often described e.l.f. Beauty as “visionary” and “dependable.” “So Many Dicks” struck a chord with women, and boosted their familiarity with the brand. The campaign captured the attention and advocacy it sought, boosting positive brand perceptions and highlighting the need for corporate change among US companies. The article goes onto say, “So Many Dicks was a campaign that educated a broad audience on the importance of community representation in corporate brands. It will be interesting to see if other brands pull inspiration from e.l.f.’s advocacy and powerful use of language to distinguish not only their product, but what their company stands for as well." https://lnkd.in/dqnNv7XE

F*ck the status quo ! Being a bold change agent is a difficult and lonely road. The path of the unproven and the unknown is uncomfortable for most and exciting for very few. Launching a campaign called “So Many Dicks” presented its fair share of uncertainty. We leaned into the discomfort with all of our might because the mission aligns with the essence of who we are, what we do and why we do it. Doing what’s right doesn’t make it easy. And so the e.l.f.z bravely walked the path of most resistance, once again, into uncharted territory. So you can imagine my reaction when I was served The Harris Poll yesterday that solidified our return on impact. Reading their research felt like being served an ice cream cone 🍦on a hot day with extra rainbow sprinkles (I love 🌈 sprinkles). “e.l.f.’s campaign turned traditional marketing on its head. Rather than promoting beauty products, the company advocated for broader representation of minority groups in U.S. corporate boardrooms.” e.l.f. yeah we did 🙌 Because our community is such an important part of everything we do, we are very proud of Harris’ findings: “This educational campaign led to significant growth in U.S. women’s familiarity with the e.l.f. brand.” There was a significant spike in words to describe the brand from poll participants post the ‘So Many Dicks’ campaign including “visionary” and “dependable.” (Check out the chart 👇 from Harris’ survey) We appreciate that our incredible community ‘gets’ us: ✨You get why we do things ✨ Because we are bold disrupters with kind hearts ✨You get how we do things✨ Without fear and with a playful e.l.f. twist 😜 ✨You get what we are doing✨ Driving positivity, inclusivity and accessibility to leave the world a better place than how we found it. It’s like the The Harris Poll was reading our e.l.f.ing mind when they wrote, “‘So Many Dicks’ was a campaign that educated a broad audience on the importance of community representation in corporate brands. It will be interesting to see if other brands pull inspiration from e.l.f.’s advocacy and powerful use of language to distinguish not only their product, but what their company stands for as well.” Mad props to all the Bold Change Agents out there who have the audacity to change the game. We salute you 👏 Please read the article here, it’s a case study in why this type of work matters: https://lnkd.in/gquYmAhi

Thanks Contagious for having us at Cannes Lions Deconstructed event! Some of the coolest campaigns of 2024 cut through the NYC heat and we left feeling inspired. Loved hearing about empowering brand partnerships, going beyond the case study, humor in ads and the importance of human first stories that solve real problems.

Thanks Marketing Dive for covering our “So Many Dicks” campaign with  E.L.F. BEAUTY Managing Partner and ECD, Lisa Topol talks about the crucial timing for the campaign as DE&I efforts are continuing to get drowned out. We’re lucky to work with e.l.f. Beauty, a brand that lives it’s purpose every day and walks the walk with a diverse corporate board. Our campaign is not about excluding anyone, it’s about including everyone in the conversation and bringing more folks and companies into the movement. DEI is good for all, including the bottom line. https://lnkd.in/e43RmpFs