Today we unravel the remarkable ascent of e.l.f Cosmetics, a beauty brand that soared from a quirky observation to Gen Z’s top pick in no time. This video dissects e.l.f ‘s ingenious strategies and offers practical insights that any business, regardless of size, can leverage. Whether you’re an entrepreneur, a marketer, or just intrigued by effective strategies, this exploration has something for you.
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Can a single random observation spark a Multi-million dollar revolution in the Case of elk Cosmetics absolutely but how Did they go from one dollar makeup to Gen Z's favorite brand as always in this Video I'm going to break down the Marketing strategies Brands used into Actionable Universal lessons your Business can learn from in 2004 two guys Spotted an unusual Trend women driving Expensive cars and sporting luxury Accessories like Louis Vuitton purses Were both buying a 99 cent makeup stores They instantly saw a gap in the market For high quality makeup that didn't Carry a hefty price tag launching in Oakland they founded Elf Cosmetics they Are the OG digital disruptor they were Based on the idea of selling premium Cosmetics for one dollar over the Internet in no time that simple quirky Observation turned elf into a major Player in the beauty industry available In stores like Target Walmart and Old Navy their mission to create a high Quality product for Less which shaped One of their biggest success strategies Strategy 1 Dukes in the beauty industry Dupes are affordable Alternatives that Mimic high-end products and Functionality and Aesthetics but at a Fraction of the price elves Duke Strategy leverages its ability to create Affordable alternatives to high-end
Cosmetic products meeting the demands of Its primary target market Generation z a Few years ago a Prestige brand Introduced a new primer format at a 52 Dollar price point that quickly became a Top primary Prestige we took inspiration From this item adding our own unique elf Twist and launch putty Prime our price Point of eight dollars invited a much Wider range of consumers into the space Significantly expanding the entire putty Primer category its low-priced value Proposition caught on in an else first Year in business it made 1.5 million Dollars in sales the continued push of The strategy has resulted in some of Their dupe products quickly going viral Online most notably Tick Tock this takes Us to our next strategy strategy 2 Tick Tock pivot we are where gen Z is and we Don't just show up we show up bold we Are very good at looking for signals and Jumping in we don't wait we don't dwell We don't have a lot of red tape nowhere Is this more apparent than back in 2019 Elves noticed something interesting Their hashtag Elf Cosmetics was a big Hit on Tick Tock racking up over 5 Million views even though they didn't Have an official presence on the Platform yet seeing this they switched Up their marketing game aiming squarely At The Tick Tock crowd which was largely Made up of gen Z elf partnered with
Brooklyn-based agency movers and shakers To craft the eyes lips face challenge The challenge was meant to highlight Their inclusive brand model elf is for Every eye lip and face to make it fun They created a catchy music track Drawing inspiration from recent popular Songs the goal was to achieve viral Status by encouraging Tick-Tock users to Create their own content using the Catchy song and hashtag It was massively successful it became The fastest growing Tick-Tock campaign Of all time with nearly 5 million video Contributions and around 7 billion views Billion with a B it currently holds Tick-Tock records for most ever User-generated videos in a tick tock Brand campaign fastest ever Tick-Tock Campaign to reach 1 billion views first Ever Tick-Tock brand challenge with Original music and oh yeah it not only Reached Global audiences on Tick Tock But also expanded beyond the platform to Reach number four on spotify's global Viral charts listeners added it to 300 000 Spotify playlists in addition to Their clear social media Savvy elf also Has a deep understanding of their target Audience this plays a critical role in Our next strategy strategy three Focusing on gen Z values elf took a Strategic approach to capture the Attention of gen Z by focusing on values
Important to this demographic most Notably social responsibility and Affordability recognizing that 50 of gen Z consumers avoid beauty brands that are Not cruelty free elf emphasize its Long-standing commitment to cruelty-free Products in its messaging affordability Was another critical aspect of el Strategy with data indicating that 80 Percent of gen Z consumers are willing To wait for a sale to buy a product and Sixty percent consider the price as a Primary factor in purchasing Decisions By positioning itself as an affordable Brand and introducing budget-friendly Alternatives to popular high-end Products elf appealed to gen Z's price Conscious Tendencies strategy 4 Strategic Partnerships with high-profile Brands and celebrities elf has Strategically partnered with high Profile Brands and celebrities to Enhance its visibility and appeal a Great exam people is their 2021 Partnership with Chipotle where they Released a limited collection of makeup That was inspired by the ingredients Chipotle uses in its menu we share the Same Renegade spirit and are both Committed to bringing the best Ingredients to our consumers at Extraordinary prices consumers love the Collaboration so much so that within Minutes these products sold out on
Chipotlegoods.com and within 44 minutes The extra guac sponge in addition to the Eyes chip face makeup bag completely Sold out they also ran a holiday themed Campaign featuring singer Meghan Trainor And The Weather Channel The Campaign was Inspired by a statistic according to the Weather channel 8 out of 10 women change Their personal care or beauty routine With the winter it centers around a Glowstorm which trainer acting as a Meteorologist reports on but our Radiance radar is suggesting gale force Glitter coming in from the west and I Can only need one thing we are priming For a glow Storm from Chipotle to the Weather Channel these strategic Partnerships have helped elk build his Brand image and visibility among his Target customers and are part of his Wider strategy of focusing on gen Z as Its core audience while you may not have The reach of a global brand there are Some key Universal lessons you can use Here to boost your business extend your Reach lesson one understand your target Audience understanding your audience is Crucial in any marketing strategy else Focus on gen Z influences entire brand Positioning you can get started here by Creating a detailed buyer Persona this Involves identifying the key traits of Your ideal customer things like their Age gender income interests challenges
And motivations once your persona is Created align your product offerings Marketing strategies and overall brand Messaging to appeal to this Persona Lesson two leverage social media elf Capitalized on the popularity of their Brand on Tick Tock leading to a Successful viral campaign you can get Started here by simply creating a tick Tock account for your brand observe Trending content relevant to your Industry then participate in Trends by Creating engaging on-brand videos be Sure to use relevant hashtags to Increase visibility lesson three price Matters L's success with their dupe Strategy shows the significance of price Point they offered high quality Affordable Alternatives that resonated With their target market take this Opportunity to compare your prices to Your competitors if you can't lower your Prices consider introducing a Budget-friendly line use a tool like Google Sheets or Excel to track your Costs prices and profit margins ensuring Affordability without sacrificing Profitability Lesson Four collaborate For exposure strategic Partnerships can Enhance brand visibility elf Collaborated with high profile brand and Celebrities to reach a much wider Audience you can get started here by Identifying potential partners with a
Similar audience to yours reach out via Email or social media to propose a Collaboration this could be a co-branded Product the social media takeover or Just a mutual Shout Out start with local Influencers or businesses if high Profile Partnerships seem a bit out of Reach through else rise we've seen how Managing price points understanding your Target audience leveraging social media Platforms informing strategic Partnerships can dramatically improve a Brand standing and visibility the beauty Brand which was ranked as the number one Cosmetic brand with teens ahead of Fenty Beauty and Maybelline is showing no Signs of slowing down in the third Quarter of 2022 elf celebrated its 16th Consecutive quarter of growth with sales Soaring by 49 to a total of 146.5 Million dollars that impressive 49 Percent in increase from 2021 to 22 Reflects else successful strategy to Focus on his target market gen Z as of 2023 they're celebrating their 17th Consecutive quarter of Nest sales growth As always if you like what you heard be Sure to subscribe and comment down below To let me know which brand you'd like me To dig into next until next time bye-bye I can't find this client info have you Heard of HubSpot HubSpot is a CRM Platform so it shares its data across Every application every team can stay
Aligned no out of sync spreadsheets Serve dueling databases HubSpot grow Better [Music]
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