elf (cosmetics)

e.l.f. Cosmetics is currently available in 18 countries including the United States, Canada, Australia, United Kingdom , Saudi Arabia, France, Colombia, and Spain.[5][10] Products can be purchased at regional drug chains across the United States and Canada.[2] e.l.f products are most commonly found in Target. In March 2010, e.l.f.'s $1 and Studio line of products were placed in over 700 Target stores,[10] with most individual items prices at $1 and $3.[8] Another Target expansion to include most outlets happened in March 2011.[8] Other stores include Kmart,[7] Dollar General,[5] and Walmart.[8] e.l.f. is also sold at various supermarkets and women's apparel discount retailers, often in four-tiered spinners or "fish bowls" in impulse-buy sections.[4]

In 2004, the company was having only partial success stocking its products in retail stores, including dollar stores.[14] Glamour magazine wanted to feature an e.l.f. product, but told the company they couldn't unless the product was nationally available for their 2 million-person readership base.[4][12] e.l.f. Cosmetics at that point had a website intended as a product showcase,[4] and that year it relaunched the site as an e-commerce site, quickly shipping out thousands of orders.[2] Since the premiere of the new site, e.l.f. products have been featured in Glamour over seven times.[15] The website is now the brand's primary sales vehicle,[2] and accounted for approximately 50% of all sales in 2008.[6]

In June 2007, e.l.f. launched a beauty blog and advice column that touts products (not only e.l.f.) and talks about celebrity sightings. Since then, the length of customer visits to the website has tripled.[6] All product pages on the site host a "chat now" button that lets customers connect directly with one of the company's in-house professional makeup artists. The site hosts a "virtual makeover lab", where customers can digitally test products on models or their own photos.[12] Customers can create a personal profile, publish and comment on blogs, converse with other customers, and access a beauty encyclopedia.[4] They can also create a "beauty profile", and are recommended e.l.f. products according to their skin type, hair and eye colors, and typical beauty regimen.[4][7] Also included is the option to create a wish-list that connects to Facebook,[6][16] or view educational web videos on makeup techniques and styles.[5][14] The website currently includes over two million members.[11]

In 2007, the company began to invest heavily in email marketing, and its weekly email campaigns are considered by eCommerce-Guide to be the company's strongest promotion.[12] The company offers a near-constant supply of promotions to its customers, largely through its website. Subscribers on the mailing list can earn points or gift certificates for making web referrals that turn into sales transactions.[6][16] Shamah claimed that as of September 2009, more than 500,000 friend referrals had come back to make a purchase.[12]

It also frequently hosts online events, and since 2010 has asked customers of all ages and ethnicities to submit to a casting resource to select a yearly model-representative for the brand. Four selected individuals are brought to New York City to receive makeovers from Achelle Dunaway, e.l.f.'s Creative Director and lead makeup artist, as well as participate in a photo shoot. There are various cash prizes for nominees, and the winner is dubbed "face of e.l.f."[10][17]

During October 2004, just months after its founding, e.l.f. donated 20% of the proceeds from its 'Shimmering Facial Whip' to Win Against Breast Cancer's research and facilities. It also provided "Color Therapy Care Packages" to breast cancer patients in inner-city hospitals in Los Angeles.[3]

The brand only uses products that are "cruelty-free".[9] In 2007, it was announced that e.l.f. was selling tweezers in a faux leather case[18] that read "e.l.f. Professional Supports PETA in the Fur Free Campaign. 50% of the proceeds from sales of these tweezers go straight to PETA!" CEO Joseph Shamah later earned PETA's "Trail-Blazer Award", given for "compassion and commitment to never testing on animals."[7]

e.l.f. Cosmetics announced the "Mi & You Can Make a Difference" campaign days after the 2011 Tōhoku earthquake and tsunami disaster, which helped fund relief efforts. The program donated 5% of all online purchases to the Red Cross for Japan's crisis recovery initiative.[19]