E.l.f. Cosmetics is giving away thousands of driving lessons to UK learners via its new ‘Grip, Set, Go’ sweepstake campaign.
The drugstore beauty company has partnered with driving company RED Driver Training to democratise access to “one of the most financially out-of-reach milestones” facing young people in the UK today.
1,100 individual UK learners could win a block of ten hours of free lessons, redeemable with RED Driver Training, by completing the entry form in e.l.f. Cosmetics’ ‘Grip, Set, Go’ sweepstake, which is open until 31 July.
The initiative comes as one in four Brits say they cannot afford driving lessons to obtain a driving licence, according to data provided by RED Driver Training.
Learning to drive also costs UK learners, on average, up to £3,000.
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“E.l.f. Cosmetics have always been in the business of serving the underserved, of finding the places where we can do something bold and do something good at the same time,” said Yana Yarmova, General Manager, EMEA, e.l.f. Brands.
“‘Grip, Set, Go’ is a perfect expression of who we are: bold disruptors with a kind heart, showing up in unexpected places where we can create something meaningful.
“We want every learner who gets behind the wheel with one of these lessons to feel confident and capable to show up as their best selves every single day.”
The campaign name, ‘Grip, Set, Go’, was inspired by e.l.f. Cosmetics’ bestselling Power Grip Primer and Power Grip Setting Spray.
These “were built around the idea of make-up that does not quit, and e.l.f. is borrowing that same emotional truth for UK learner drivers,” read a company statement.
E.l.f. Cosmetics takes to the road for the campaign too
E.l.f. Cosmetics Power Grip Primer
Educational content from RED Driver Training instructors will be shared across e.l.f. Cosmetics’ social channels, providing “practical, expert-led guidance for learners”.
Plus, an in-person consumer activation will take place on 30 July at Protein Studios in London, UK, where attendees can take part and enter to win further driving lesson vouchers.
Meanwhile, 15 branded e.l.f. Cosmetics company cars will appear on the road nationwide, deployed in the cities where test centre waitlists are longest and learner pressure is highest.
e.l.f. Cosmetics commissioned its own research to dive even further into the issue of driving being unattainable for many in the UK.
The beauty brand discovered that more than a third of women have missed out on a job opportunity because they do not have a driving licence.
More than 70% of women surveyed in the UK also said that getting a driver’s licence made them – or would make them – feel more empowered.
Commenting on e.l.f. Cosmetics new campaign, Anisa Fatima, Instructor at RED Driver Training said: “Unfortunately, I have… seen more and more learners delay or give up altogether because financial pressures make it harder to prioritise learning to drive.
“That is why initiatives like ‘Grip, Set, Go’ are so important.
“By removing some of those financial barriers, we are giving more people the chance to develop a skill that will benefit them for years to come.
“I cannot wait to see more learners getting behind the wheel, feeling supported, building their confidence and ready to succeed.”
What are the finer details of e.l.f. Cosmetics ‘Grip, Set Go’ sweepstake?
Only one entry per person is allowed in e.l.f. Cosmetics sweepstake, which you can enter here.
The prize of ten hours worth of driving lessons with RED Driver Training per individual is valued at £360.
The prize has no cash value and may not be redeemed for cash at any time.
The prize will be awarded as a voucher via email by Red Driver Training and is subject to terms and conditions.
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