e.l.f. Cosmetics: Women in Sports

The Ask

Engage with new audiences that align with e.l.f.’s sports initiatives.

The Insight

Women’s sports are becoming increasingly mainstream—with new leagues, larger investments, and intensified fandom. More representation outside of athletics is also contributing to the growing interest.

The Solution

We profiled three women athletes for Bustle’s editorial Women in Sports issue, which e.l.f. exclusively sponsored. These profiles included self-shot imagery, product alignment, plus designed elements to tie everything together. Our athletes shared their partnership with e.l.f. & BDG on Instagram, and we repurposed all assets for shoppable Instagram Collection ads and emails across our lifestyle brands. The campaign positioned e.l.f. as a champion of the women’s sports industry.

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@cocolavine on Instagram

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Women In Sports Issue, Sponsored by e.l.f. Cosmetics

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@sarahlgorden on Instagram

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This Professional Ballerina Begins Her Day With A Face Full Of Honey

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World Cup Gold Medalist Brooke Raboutou Is All About Her Mental Game

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Soccer Star Sarah Gorden Is Done Trying To Be A Superhero Mom

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The Results


Social impressions on Sarah Gorden’s feature



Social clicks on Brooke Raboutou’s feature



CTR on Bustle IG Collection Ad featuring Sarah Gorden (45% benchmark)