e.l.f. Cosmetics is an international cosmetics brand based in New York City. Founded by Joseph Shamah and Scott Vincent Borba in 2004, it sells most products for $ 1, $ 3, and $ 6. Items include bath and skincare products, mineral-based makeup, professional tools, eyeliners, lipsticks, glos, blushes, bronzers, brushes, and mascara, among others.
According to the company, its products are 100% "free of cruelty", and support the PETA fur campaign. fairy. Cosmetic products have been reviewed in Glamor , Attraction , Self , InStyle , and Good Home Design i>, and is sold in 17 countries and stores including Target, Kmart, Dollar General, and Walmart. More than half of the company's sales come from its website, which doubles as a social networking site with over two million members.
Video Elf (cosmetics)
History and Operations
fairy. Cosmetics was founded by Joseph Shamah and Scott Vincent Borba in June 2004. The duo initially met at a party in 2002; Shamah is a 23-year-old New York University business student. Borba is a 31-year-old Los Angeles beauty industry veteran, responsible for previously launched brands such as Hard Candy cosmetics. Both are very enthusiastic about the line of cheap and high-quality cosmetics for women, and decided to form a joint company. A few days after the party, they sit down to exchange ideas, and a business plan is made within a few months. Borba claims the idea comes from seeing women with expensive cars like BMW and Mercedes-Benzes buying cheap cosmetics at 99 cents store in Los Angeles.
e.l.f. (abbreviation for Eyes Lips Face) Cosmetics was officially launched in New York City in June 2004, also with the help of Shamah Alan's father. They continue to sell high quality cosmetics for $ 1, $ 3, and $ 6.
On February 3, 2014, TPG Growth bought a majority stake in E.l.f. Cosmetics. Joey Shamah was replaced by Tarang P. Amin, who "has been appointed president, chief executive and director of Cosmetics Elo.".
Maps Elf (cosmetics)
Products
The company started with just 13 makeup products, but has since developed more than 300 products that include bath products, skincare products, mineral-based makeup, professional tools, eyeliners, lipsticks, gloss, blushes, bronzers, brushes, mascara, and more. Most items cost $ 3. Various e.l.f. the product allows companies to target demographics with a wide range of ages, from teenagers to women in their 40s and 50s.
The company carries a different product line, which includes e.l.f. Studio, e.l.f. Minerals, and e.l.f. Essentials. There used to be e.l.f. Bath & amp; The body, which includes moisturizers, cleansers, and fragrances. They have now stopped making those products.
- e.l.f. Studio - facial makeup including professional makeup for professional makeup and consumers.
- e.l.f. Minerals - consists of makeup made from natural minerals.
- e.l.f. Essentials - including "daily" makeup supplies at a lower price, in an effort to be affordable. Lines e.l.f Elements that are newer than e.l.f. Essentials also allow customers to customize their own makeup palette.
Sales
Retail
fairy. Cosmetics is currently available in 17 countries including the United States, Canada, Australia, Saudi Arabia, France, Colombia, and Spain. Products can be purchased on regional drug networks throughout the United States and Canada. The e.l.f product is most commonly found in Target. In March 2010, e.l.f. $ 1 and the Studio product line is placed in more than 700 Target stores, with most individual item prices at $ 1 and $ 3. Other expansion targets to include most outlets occur in March 2011. Other stores include Kmart, Dollar General, and Walmart. fairy. also sold in various supermarkets and discount retailers of women's clothing, often in a four-tier spinner or "fish bowl" in the impulse purchase section.
Website
- History
In 2004, the company only managed to partially store its products in retail stores, including dollar stores. Glamor magazine wants to show e.l.f. products, but tell the company that they can not except the product is available nationally for their readership base of 2 million people. fairy. Cosmetics at the time had a website meant to be a product exhibition, and that year it relaunched the site as an e-commerce site, quickly delivering thousands of orders. Since the premiere of the new site, e.l.f. the product has been featured on Glamor more than seven times. This website is now the main selling vehicle of the brand, and accounts for about 50% of all sales in 2008.
- Features
In June 2007, e.l.f. launches beauty blogs and suggestion columns that praise the product (not just e.l.f.) and talk about celebrity appearances. Since then, the length of customer visits to the website has tripled. All product pages on the site host a "chat now" button that allows customers to connect directly with one of the company's in-house professional dressing artists. The site hosts a "virtual makeover lab", where customers can digitally test products on their own models or photos. Customers can create personal profiles, publish and comment on blogs, talk to other customers, and access the beauty encyclopedia. They can also create "beauty profiles", and recommended e.l.f. products according to their skin type, hair and eye color, and a distinctive beauty regimen. It also includes an option to create a wish list connected to Facebook, or view an educational web video about techniques and makeup styles. The current website covers over two million members.
- Campaign
In 2007, the company began investing heavily in email marketing, and its weekly email campaign was considered by eCommerce-Guide as the company's strongest promotion. The company offers an almost constant supply of promotions to its customers, mostly through its website. Customers on the mailing list can earn points or gift certificates to make web referrals turn into sales transactions. Shamah claims that in September 2009, more than 500,000 referrals of friends have returned to make a purchase.
It also frequently hosts online events, and since 2010 has asked customers of all ages and ethnicities to submit to casting resources to choose an annual representative model for the brand. Four selected people were taken to New York City to receive a makeover from Achelle Dunaway, Creative Director e.l.f. and the main makeup artist, as well as participate in the photo shoot. There are various cash prizes for nominations, and the winner is dubbed "face e.l.f." [Yes]
Media presence
fairy. products have been well reviewed in dozens of major magazines, including Glamor , Attraction , Self , InStyle and < i> Good Housekeeping . Segments in e.l.f. has been live on Style Network as well. Businesses have been profiled by publications such as Entrepreneurs , CNN , Retail Retailers, Information Week , and The Wall Street Journal . In December 2010, e.l.f. '100-Piece Endless Eyes Pro Eyeshadow Palette' product is featured in "The O List: Holiday Edition" (Oprah Favorite Things) in Oprah Winfrey magazine O . The magazine stated the set included "almost every color imaginable", and the product quickly sold out. In January 2011, e.l.f. reintroducing the product at half price, or $ 10.
Campaign
- Breast Cancer Fund
During October 2004, just a few months after its founding, e.l.f. donated 20% of proceeds from 'Facial Whip' to win the research and facilities of Win Against Breast Cancer. It also provides a "Color Therapy Treatment Package" for breast cancer patients at hospitals in cities in Los Angeles.
- MAP
Brands only use products that are 100% "free of cruelty". In 2007, it was announced that e.l.f. selling tweezers in an imitation leather case that says "e.l.f. Professional Supports PETA in Fur Free Campaign. 50% of the sales of tweezers is direct to PETA!" CEO Joseph Shamah later received the "Trail-Blazer Award" PETA, awarded for "compassion and a commitment to never test on animals."
- 2011 Japan earthquake and tsunami
fairy. Cosmetics announced the "You Can Make a Difference" campaign day after the 2011 T-hsu earthquake and tsunami disaster, which helped fund the relief effort. This program contributes 5% of all online purchases to the Red Cross for the Japanese crisis recovery initiative.
References
Further reading
- Entrepreneur - E.L.F. challenging the expensive cosmetic industry standards (January 2005)
- CNN - Beautiful face that does not need Arms or Feet (January 2006)
- Retail Merchants - E.L.F. Cosmetics? Covered (July 2008)
- MAP - Bargain Beauty Essentials Full of Thrills Cheap (October 2010)
- The Wall Street Journal - It's Just Lip Gloss, Mom (February 2011)
Source of the article : Wikipedia
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