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Is there anything else extra enjoyable than getting an excellent deal on a extra inexpensive model of a well-liked product? Enthusiasts of the wonder corporate e.l.f. don’t appear to assume so.

Based in 2004, e.l.f. (an acronym for eyes, lips, and face) used to be created to supply top of the range cosmetics at a low value. On the time of its release, maximum of e.l.f.’s merchandise value between $1 to $3.

In its first decade, the corporate skilled a duration of stable expansion, increasing its product line, opening its personal retail areas, and discovering some good fortune in virtual advertising. However via 2018, e.l.f. used to be experiencing a plateau in gross sales, and closed its status retail shops, priming the emblem for a advertising pivot.

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E.l.f.’s shift to TikTok

In 2019, the hashtag #elfcosmetics had over 3 million perspectives on TikTok prior to e.l.f. even had its personal presence at the platform. With this in thoughts, the corporate shifted its business plan to concentrate on TikTok’s person base (which used to be overwhelmingly Gen Z), leveraging short-form video and user-generated content material in its #EyesLipsFace marketing campaign.

Along Brooklyn-based company Movers + Shakers, e.l.f. commissioned an authentic music that used to be catchy sufficient to head viral and inspired TikTok customers to function the music and the hashtag #EyesLipsFace. The marketing campaign used to be amongst TikTok’s maximum viral and cemented e.l.f.’s newfound focal point on a Gen Z target market.

To stay the excitement going, e.l.f. focused its messaging on key issues that Gen Z values when making buying selections:

  • Social accountability: 50% of Gen Z shoppers received’t acquire merchandise from attractiveness manufacturers that aren’t cruelty-free.
  • Affordability: Gen Z will also be extra frugal than different generations. 80% of Gen Z shoppers will wait till an merchandise is going on sale to shop for it, and 60% of Gen Z patrons mentioned the cost of a product used to be the number 1 issue they imagine when making buying selections.

Those are two spaces e.l.f. cosmetics can ship on. Since its founding, e.l.f. has been cruelty-free and continues to middle this level in its messaging. In comparison to different attractiveness manufacturers, e.l.f. remains to be some of the maximum inexpensive choices.

Deliver at the dupes

Capitalizing on its recognition as an inexpensive logo, e.l.f. started introducing extra budget-friendly choices to viral attractiveness merchandise, sometimes called dupes. 

A few of e.l.f.’s dupes that experience long gone viral on social media come with:

  • Halo Glow Liquid Filter out ($14): a well-liked dupe for Charlotte Tilbury’s Flawless Filter out ($49)
  • Energy Grip Primer ($10): a make-up primer that has drawn comparisons to the Hydro Grip Primer via Milk Make-up ($38)
  • Hydrating Camo Concealer ($7): a concealer product that customers have in comparison to Tarte’s Form Tape ($31)
  • Halo Glow Attractiveness Wands ($9): blush, highlighter, and contour sticks which can be harking back to Charlotte Tilbury’s Attractiveness Mild Wands ($42)
  • Forehead Raise ($6): an eyebrow gel that’s regarded as a dupe of the Forehead Freeze product via Anastasia Beverly Hills ($23)
  • Whoa Glow ($14): a tinted facial sunscreen this is very similar to Supergoop’s well-liked Glow Display product ($38)

From the packaging to the formulations, it’s transparent that e.l.f. is hoping to seize budget-conscious shoppers who’re on the lookout for inexpensive choices to those higher-end merchandise. When those shoppers proportion their findings, it ceaselessly ends up in user-generated content material that has excessive achieve and engagement doable.

Along with developing dupes of well-liked high-end merchandise, e.l.f. has additionally introduced a sequence of high-profile collaborations designed to be a magnet for Gen Z together with:

How efficient used to be e.l.f.’s pivot to concentrate on Gen Z?

In line with the ideas to be had, those ways have definitely been efficient. In step with Piper Sandler’s spring 2023 survey, e.l.f. is the era’s most sensible cosmetics logo, and this discovering is mirrored within the gross sales numbers.

E.l.f. reported a 49% build up in gross sales from 2021 to 2022. Moreover, e.l.f.’s expansion outpaced the full expansion of the cosmetics trade. In 2021, the cosmetics trade noticed an 8% year-over-year build up, whilst e.l.f. grew via 36% and the momentum is predicted to proceed. Previous this yr, e.l.f. raised its 2023 outlook via just about $100 million.

That’s a large number of concealer.

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