# Hockey Fan Cosmetic Campaigns e.l.f. Cosmetics' EYES.LEAFS.FACE. Connects with Female Sports Fans By Laura McQuarrie | Published 2024-10-14 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/eyesleafsface References: [ellecanada](https://www.ellecanada.com/beauty/elf-cosmetics-toronto-maple-leafs-partnership) & [newswire](https://www.newswire.ca/news-releases/breaking-the-ice-e-l-f-cosmetics-partners-up-with-toronto-maple-leafs-832850785.html)  Affordable beauty brand e.l.f. Cosmetics is leveraging its strong presence in Canada with the EYES.LEAFS.FACE. campaign, and a new partnership with the Toronto Maple Leafs. Created for the 2024 - 2025 regular season, this campaign officially kicked off at the Toronto Maple Leafs home opener on October 12th and will continue to engage fans with in-arena events, digital integrations, social media initiatives and more. “Partnering with the Toronto Maple Leafs, the most globally recognized hockey team, was a natural extension of our commitment to inclusivity,” said Patrick O’Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty, “45% of the Leafs’ fan base is female and the EYES.LEAFS.FACE. campaign allows us to connect with these incredible women in a way that’s rarely been done before." ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 51% | Activity: 68% | Freshness: 29% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Sports-influenced Beauty Campaigns:** Brands integrating sports themes in beauty products create novel marketing opportunities that appeal to fans' passions. - **Female-fan Focused Marketing:** Companies recognizing and targeting the female sports audience can tap into a significantly underserved consumer base. - **Integrated Onsite and Digital Engagement:** Combining in-person events with digital and social media initiatives offers a comprehensive approach to enhance fan interaction and brand loyalty. ### Sectors Adopting This - **Sports Marketing:** The collaboration between beauty and sports industries presents fresh avenues for engaging a diverse fan demographic. - **Cosmetics:** Incorporating sports partnerships within the beauty sector enables brands to innovate their outreach and product offerings. - **Event Management:** The blend of in-arena activities with virtual components opens up new dynamics for fan engagement and event experiences. ## Related on Trend Hunter - [Sports-Fan-Inspired Beauty Campaigns](https://www.trendhunter.com/trends/eyes-lips-face-fandom.md) - [Exclusive Game-Face-Ready Collaborations](https://www.trendhunter.com/trends/spirit-stripes.md) - [Soccer Athlete-Starring Beauty Campaigns](https://www.trendhunter.com/trends/jess-carter.md) - [Inclusive Beauty Campaigns](https://www.trendhunter.com/trends/judge-beauty.md) - [Beauty Brand-Sponsored Sports Events](https://www.trendhunter.com/trends/official-beauty-partner.md) - [Beauty Brand-Backed Race Cars](https://www.trendhunter.com/trends/indianapolis-500.md) - [Sports-Themed Beauty Kits](https://www.trendhunter.com/trends/new-york-liberty.md) - [Premium Hockey Collaborations](https://www.trendhunter.com/trends/lululemon-4.md) - [Hair Salon-Powered Sports Campaigns](https://www.trendhunter.com/trends/great-clips1.md)