E.l.f. Cosmetics to give away thousands of UK driving lessons in new ‘Grip, Set, Go’ campaign

E.l.f. Cosmetics has partnered with RED Driver Training to give UK learners thousands of driving lessons, with entries open until 31 July as the brand targets the cost barrier facing new drivers.

The E.l.f. Beauty-owned brand launched the giveaway on 9 July through a new campaign called Grip, Set, Go. According to the company, the partnership aims to make learning to drive more accessible while linking driving with confidence.

As part of the campaign, 1,100 winners will each receive a block of 10 hours of lessons with RED Driver Training, valued at £360.

The prize reduces some of the cost rather than covering the full learning process, with E.l.f.’s campaign materials estimating that learners typically need around 26 to 30 hours of lessons to reach test standard and may spend up to £3,000 overall.

Entrants can apply once through the ELF Plates Sweepstakes page, with winners receiving vouchers by email from RED.

Beyond the prize draw, RED instructors will share practical guidance through E.l.f. Cosmetics’ social channels, while 15 branded training cars will operate in cities where driving test waiting lists are longest.

A consumer activation called the Power Grip Garage will also take place at Protein Studios in London on 30 July. Visitors will be able to participate in the experience and enter to win additional lesson vouchers.

Yana Yarmova, General Manager of E.l.f. Brands EMEA, said: "E.l.f. has 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."

The campaign follows research from E.l.f. that found more than 70% of women surveyed last month said having a driving licence had boosted, or would boost, their sense of empowerment. E.l.f. commissioned Opinion Matters to survey 2,000 applicants aged 18 and over. More than a third said they had missed a job opportunity because they could not drive.

RED Driver Training, which says its network of more than 2,000 instructors supports over 100,000 learners each year, has also seen affordability affect lesson completion rates.

"Unfortunately, I’ve also seen more and more learners delay or give up altogether because financial pressures make it harder to prioritise learning to drive," said RED instructor Anisa Fatima.

Entries close on 31 July, one day after the Power Grip Garage event in London.