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#1 Campaign
Beauty & Cosmetics · July 2026
Grip, Set, Go driving lessons sweepstake
Thursday 9th July, 2026
E.l.f. Cosmetics partnered with RED Driver Training for ‘Grip, Set, Go’, a UK sweepstake giving 1,100 learners ten hours of free driving lessons each, plus educational content, branded cars deployed to high-need cities and an in-person activation — framed to spotlight and reduce financial barriers to getting a driving licence.
Why it worked: It hijacked a national pain point—soaring licence costs—with a concrete fix (1,100 lesson blocks) and third‑party data, not just brand talk.
The lesson: Consider finding a non-obvious, expensive life hurdle your audience faces and fund a measurable remedy, anchored by credible partner stats.
E.l.f. Cosmetics
RED Driver Training
6 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| prnewswire.co.uk | e.l.f. launches "Grip, Set, Go," in partnership with RED Driver Training, democratising access to a skill that lasts a lifetime. | Thursday 9th July, 2026 |
| cosmeticsbusiness.com | E.l.f. Cosmetics is giving away thousands of driving lessons to UK learners via new campaign | Friday 10th July, 2026 |
| derryjournal.com | e.l.f. Cosmetics offers free driving lessons to UK learners | Tuesday 14th July, 2026 |
| nationalworld.com | Win £300 towards driving lessons with e.l.f. Cosmetics | Wednesday 15th July, 2026 |
| derryjournal.com | e.l.f. Cosmetics offers thousands of free driving lessons for learner drivers | Wednesday 22nd July, 2026 |
| nationalworld.com | e.l.f. Cosmetics offers thousands of free driving lessons for learner drivers | Wednesday 22nd July, 2026 |