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Elf brings beauty to game day with inclusive fandom campaign

eyes.lips.face.fandom. by e.l.f. Cosmetics, US

US – Elf Cosmetics, the American beauty brand behind Power Grip Primer, is stepping into the sports arena with its latest campaign, Eyes. Lips. Face. Fandom. Launched during the Macy’s Thanksgiving Day Parade, the campaign is expected to reach 22m viewers and showcases Elf’s commitment to inclusivity, positivity and community.

Actors Joey King and Lucien Laviscount star in the campaign, which humorously explores a high-stakes sports rivalry turned playful romance. Highlighting the Power Grip Primer’s cult-favourite status – selling one unit every 3.5 seconds – the campaign positions the product as the ultimate connector, even on opposing game-day sidelines.

‘Fandom is fuelled by an e.l.f.ing amazing community,’ says Kory Marchisotto, Elf Beauty’s chief marketing officer. The brand, known for challenging beauty norms, partnered with 72andSunny Amsterdam to deliver the message that beauty is for everyone, transcending stereotypes and embracing all passions, including sports lovers of every kind. We explore how brands can utilise sports fandom to fuel community and loyalty in Game-Changers: The Future of Sports Fandom.

Strategic opportunity

Use sports-inspired campaigns to bridge audiences, champion inclusivity and create lasting brand affinity. Activate through cross-sector collaborations, experiential game day events and product-focused storytelling that unites passions, boosting loyalty and embedding your brand in vibrant communities

Ikea’s Hus of Frakta pop-up celebrates the iconic blue bag

Ikea Hus of Frakta, UK

UK – Ikea has opened a luxury-inspired pop-up store, Hus of Frakta, on London’s Oxford Street, celebrating the brand’s iconic blue Frakta bag.

Located next to Ikea’s forthcoming flagship store, the pop-up offers personalisation services, including bespoke lettering for Frakta bags, and a curated product selection showcasing Ikea’s design ethos.

From November 2024 to March 2025, visitors can initial their Frakta bag with bespoke lettering at the Atelier, explore a curated display of products that pay tribute to the timeless bag in the high-end concept store-inspired Blue Edit and experience an immersive ASMR soundscape.

A Curated Collection also offers a selection of the brand’s famed products for purchase, giving fans a taste of shopping at the new store in spring 2025.

Ikea’s latest pop-up aligns with insights from our Is Essentialism the Future of Branding? Viewpoint, which examines why brands should embrace the philosophy of essentialism and tap into their significant societal power to establish stronger connections with consumers.

Strategic opportunity

Create experiential spaces such as pop-ups or installations to engage consumers with your brand heritage and legacy products. Offer personalisation services to transform essential items into bespoke pieces that deepen emotional connections and strengthen brand loyalty

Brandnation becomes employee-owned in pivotal moment

UK – Marketing and communications agency Brandnation has transitioned to employee ownership after founder and managing director Mary Killingworth sold a majority stake to an Employee Ownership Trust (EOT). The EOT now holds a 75% majority share, with Killingworth and minority stakeholders Eva Ringwood, deputy managing director, and Joe Murgatroyd, creative director, retaining the remaining 25%.

Killingworth emphasised the significance of this move in the agency’s two-decade history, stating: ‘The EOT is a natural next step in the Brandnation journey, one that reflects our values, empowers our talented team, and lays the foundations for an even brighter future.’

Employees with over a year of service are now eligible for profit-sharing, including tax-free bonuses, fostering long-term commitment and shared success. Killingworth, Ringwood and Murgatroyd will continue to oversee Brandnation’s strategy alongside EOT-appointed representatives and an independent trustee.

This initiative aligns with findings in our Work States Futures macrotrend report, in which we analysed the next step in the evolution of board level re-invention and decentralised ownership.

Space10 Library. Photography by Seth Nicolas, Denmark

Strategic opportunity

How can your business foster a stakeholder mindset for your employees? Take inspiration from Brandnation’s involvement with an Employee Ownership Trust (EOT) and consider similar models that boost employee engagement, retention, stability and shared responsibility

Stat: Britons favour small businesses for Christmas shopping this year

Photography by Sylwester Ficek, Poland

UK – A November 2024 survey by Capital on Tap reveals that 21% of UK consumers prefer to buy from small businesses rather than larger chains, with 52% valuing the unique and personalised products they offer. In addition, 51% are motivated by a desire to support their local community and economy.

The study highlights how consumers are willing to pay a premium for certain items from small businesses, with art commanding the highest additional spending at £24.65 ($31.18, €29.66), followed by jewellery at £20.58 ($26.03, €24.77) and home décor at £18.79 ($23.77, €22.61).

Geographical differences are notable: Brighton and Hove lead, with 38% of residents favouring small businesses, while Portsmouth lags behind, with the figure at 7%.

As the festive season gets under way, 81% of UK consumers are considering purchasing Christmas gifts from small businesses. Kamilla Fernandes-Pickett, senior marketing and communications manager at Capital on Tap, advises small businesses to ‘offer a more personalised and intimate shopping experience’ to attract customers during this period.

Find more insights on shifts in shopping behaviours in our Retail content library.

Strategic opportunity

Consider how to collaborate with small businesses to co-create exclusive product lines or bundle offers, appealing to consumers’ desire to support local economies and fostering mutual growth