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.
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.
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.
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.
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.
Up until working with Casey, we had only had poor to mediocre experiences outsourcing work to agencies. Casey & the team at CJ&CO are the exception to the rule.
Communication was beyond great, his understanding of our vision was phenomenal, and instead of needing babysitting like the other agencies we worked with, he was not only completely dependable but also gave us sound suggestions on how to get better results, at the risk of us not needing him for the initial job we requested (absolute gem).
This has truly been the first time we worked with someone outside of our business that quickly grasped our vision, and that I could completely forget about and would still deliver above expectations.
I honestly can't wait to work in many more projects together!
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