E.l.f. Beauty continues its efforts to “Change the Board Game” with its “So Many Dicks” campaign, which outlines statistics on inequality in boardrooms. The media campaign is featured on digital screens surrounding Wall Street at some of the busiest New York City business hubs.
 
E.l.f. Beauty Chairman and CEO, Tarang Amin said: 

“One of the most important things a diverse board does is bring in multiple viewpoints to make better decisions. At e.l.f. Beauty, empathy is part of our business model because it brings us closer to our community and the things people in the community care about. A diverse board also helps us stay culturally relevant among multiple affinities. It’s the unique combination and diverse school of thought that helps us lead innovation and brand demand in the industry.”
 
The “So Many Dicks” campaign is featured across New York City around the Financial District, including Fulton Street Station and The Oculus, and all e.l.f. channels now through June 10 . Campaign posters feature bold headlines calling out stats about current boards – and inviting others to learn how diversity can drive profitability for everyone. 
 
Chief Marketing Officer at e.l.f. Beauty, Kory Marchisotto, said:

“e.l.f.’s commitment to diverse representation isn’t limited to within the four walls of our company. We want to normalize diversity – and if it takes some e.l.f.ing in-your-face advertising to do it, we’re happy to put it on some of the biggest screens you can imagine. The aim of the data, the database, and the compelling ad campaign is to invite others with us on this journey to drive real impact and help corporate boards more accurately reflect the world around us.”
 
E.l.f. Beauty partnered with Oberland to conduct research on corporate boards in the U.S. Data identified and categorized the race and gender of each person serving on the boards of directors of U.S.-based companies listed on the New York Stock Exchange and NASDAQ.
 
The data used biographies, images, public statements, and information provided in public filings. This included 36,957 existing board members across 4,429 publicly traded U.S. companies. 

Highlighted Data

• There were 566 men named Richard, Rick, or Dick (Dicks) serving on these public company boards.

• Black women and Asian women barely outnumber men named Dick, with only 806 Black Women, 774 Asian Women.

• There were only 283 Hispanic Women on these same boards, only half the number of “Dicks.”

• There are 19x more men named Dick than the 29 women of Middle Eastern descent on these boards.

• There are only 3 Native American Women serving on these boards compared to 566 men named Dick.

Out of 4,200+ companies, E.l.f. Beauty is one of four U.S. publicly traded companies with a board that is two-thirds women and one-third diverse. The company’s mission is to help double the rate of women and diverse members added to corporate boards by 2027.

This is among the first of many campaigns in e.l.f.’s long-term commitment to its “Change the Board Game” movement.

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