Posts tagged with 'e.l.f.'
Through a mix of social media, word of mouth and user generated
content, women around the country have slowly been learning the secret
to buying cheap cosmetics online. It comes in the name e.l.f. The brand
(which stands for Eyes Lips Face) has been selling cosmetics online for
five years at absurdly low price points. For a long time all their
products could be found for $1 each.
Designed by Scott Borba,
the man behind Hard Candy and Neutrogena Men, e.l.f. cuts out the
marketing budget — and markup — that most cosmetics companies attach to
their products. And the results have been astounding. This week, e.l.f.
is making a large push into Target stores and online. The company is on
track to reach over $20 million in sales this year.
With price points at $1, $3 and $5 an item, that's a lot of lip gloss. How did they do it?