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#1 Campaign in Beauty & Cosmetics · July 2026
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Beauty & Cosmetics · July 2026

E.l.f. Soccer Activations

PR Campaign
Friday 26th June, 2026

E.l.f. staged in-person activations tied to soccer fandom — appearing at FootballCo’s House of Goal in New York, presenting the 2026 NWSL Challenge Cup with a fan carpet, live dance-alongs, halftime performances, Roblox minigames and Hispanic-focused meet-and-greets — to generate cultural attention around the World Cup and NWSL partnership.

Why it worked: It hijacked the World Cup news window with a physical fan hub plus Roblox tie-ins, backed by fresh women’s-soccer and Hispanic fandom stats.

The lesson: Consider timing your on-site pop-up and online mini-experience to a finals weekend, anchored by one surprising audience data point.

E.l.f. Skin E.l.f. Cosmetics
5 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
kalkinemedia.com Why Did e.l.f. Beauty (NYSE:ELF) Launch Soccer Campaign? Friday 26th June, 2026
marketingdive.com E.l.f. taps into soccer fandom with NWSL, World Cup activations | Marketing Dive Monday 29th June, 2026
designrush.com e.l.f. Cosmetics Is Playing the Long Game in Women's Soccer Wednesday 1st July, 2026
licensinginternational.org E.L.F. Beauty Brands Launches NWSL, World Cup Activations - Licensing International Wednesday 1st July, 2026
campaignlive.com The Sports Brief: The World Cup wind-down, wins for women’s sports and more | Campaign US Thursday 9th July, 2026
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