E.l.f. Shutters Its Stores, Ratchets Up Digital Marketing To Reinvigorate Brand’s ‘Superpowers’

The Oakland, Calif.-based firm is cautiously projecting net sales declines of 4% to 8% in fiscal 2020, but is confident about its strategic redirection, which prioritizes packaging redesigns, first-to-mass items and “fewer, bolder product stories” under new marketing leadership brought on board in February from Shiseido.

Businessman Success. A businessman launching upwards, paperwork flying everywhere!

E.l.f. Beauty, Inc.is seeingpositive early signs from a strategic repositioning that has the company upping its digital marketing and strengthening its focus on first-to-mass items while preserving its “affordable beauty” value proposition.

More than half of the Oakland, Calif.-based firm’s product portfolio – or roughly 350 SKUs – have received packaging makeovers...

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