e.l.f. Cosmetics Conquers Gen Z: TikTok Triumphs and Affordable Dupes Revamp Beauty Brand

e.l.f. Cosmetics Conquers Gen Z: TikTok Triumphs and Affordable Dupes Revamp Beauty Brand

Founded in 2004, e.l.f. Cosmetics embarked on a mission to provide high-quality cosmetic products at affordable prices, aiming at disrupting the beauty industry. Despite an initial successful growth, the company experienced a sales plateau, leading to a strategic transition to TikTok in 2019 to rejuvenate its brand. Through innovative TikTok campaigns, product dupes, and an emphasis on social responsibility, e.l.f. successfully captured the Gen Z market’s attention and loyalty.

TikTok Triumph: #EyesLipsFace Campaign

e.l.f. Cosmetics quickly gained popularity on TikTok with the viral #EyesLipsFace campaign, which utilized an original song and user-generated content to engage the platform’s young users. This strategic move not only helped the company reach a massive audience but also promoted widespread conversation about the brand, in line with Gen Z’s preference for interactivity and authenticity.

The Power of Social Responsibility and Affordability

Understanding the importance of social responsibility and affordability to Gen Z consumers, e.l.f. centered its messaging around these key values. A staggering 50% of Gen Z consumers refuse to purchase products from beauty brands that are not cruelty-free, and e.l.f.’s commitment to offering cruelty-free products undoubtedly contributed to their appeal.

Moreover, 80% of Gen Z consumers will wait for an item to go on sale before purchasing, and 60% prioritize price when making decisions. By emphasizing affordability, e.l.f. Cosmetics became an attractive option for the budget-conscious Gen Z demographic.

Budget-Friendly Alternatives: The Rise of Dupes

e.l.f. Cosmetics further catered to the price-conscious Gen Z audience by introducing affordable alternatives to popular beauty products, colloquially known as “dupes.” These dupes offer similar quality and results as high-end products at a fraction of the price, making them particularly appealing to the Gen Z market.

Some examples of viral e.l.f. product dupes include Halo Glow Liquid Filter, which mimics luxury luminizers; Power Grip Primer, similar to high-end gripping primers; Hydrating Camo Concealer, a more affordable counterpart to popular concealers; and Halo Glow Beauty Wands, which offer a budget-friendly alternative to illuminating complexion sticks.

Winning Over Gen Z with a Multi-Faceted Approach

In conclusion, e.l.f. Cosmetics successfully engaged and won the loyalty of the Gen Z audience through a combination of innovative TikTok marketing, a strong commitment to social responsibility, and a focus on accessibility and affordability. By delivering cruelty-free products, capitalizing on the popularity of product dupes, and harnessing the power of TikTok, e.l.f. has established itself as a major player in the beauty industry while appealing to the values and desires of the Gen Z market.