Beauty / news
e.l.f. Cosmetics Offers Free Driving Lessons to UK Learners in New Campaign
e.l.f. Cosmetics launches 'Grip, Set, Go' with RED Driver Training, giving away thousands of free driving lessons to combat rising costs in the UK.
The initiative, named after e.l.f.'s Power Grip Primer and Power Grip Setting Spray, aims to alleviate the financial burden of learning to drive. Driving lessons in the UK can cost up to £3,000 ($4,000), with most learners needing 26–30 hours of instruction. According to RED Driver Training, 60% of young people have abandoned lessons due to expense, impacting access to jobs—one in six UK positions requires driving.
From July 9 to 31, participants can enter a sweepstakes for a chance to win 10 free hours of driving instruction with RED Driver Training. e.l.f. will also share expert guidance on its social channels. On July 30, an in-person activation at Protein Studios in London will offer attendees additional chances to win lesson vouchers.
Yana Yarmova, e.l.f.'s General Manager for EMEA, stated that the brand is committed to serving underserved communities. The campaign extends this purpose beyond beauty products into practical support for young consumers.