What Does El Stand For In Makeup
 | |
| Blazon | Public |
|---|---|
| Traded every bit |
|
| Industry | Cosmetics |
| Founded | June 2004 |
| Founder | Joseph Shamah Scott Vincent Borba |
| Headquarters | Oakland, California, U.S. |
| Area served | Worldwide |
| Key people | Tarang P. Amin (CEO) Scott Vincent Borba (Co-Founder) Richard F. Baruch Jr. (senior vice president, principal commercial officer)[1] |
| Products | Makeup, bath products, skin-care products |
| Revenue |  Usa$295 million (2017) [2] [3] |
| Total equity | US$20 million (2008) [4] |
| Website | www.elfcosmetics.com |
due east.l.f. Cosmetics is an American cosmetics make based in Oakland, California. Information technology was founded past Joseph Shamah and Scott Vincent Borba in 2004.[5] Items include bath and skin-care products, mineral-based makeup, professional tools,[4] eyeliners, lipstick, glosses,[6] [7] blushes, bronzers, brushes, and mascara, amongst others.[8]
According to the company, its products are 100% "cruelty-free", and information technology supports PETA'due south no fur campaign.[9] e.l.f. Cosmetics' products have been reviewed in Glamour, Allure, Self,[7] InStyle, and Good Housekeeping,[2] and are sold in 17 countries, and in several stores including Target,[x] Kmart,[7] Dollar General,[5] and Walmart.[viii] Over half the company'due south sales come up from its website, which doubles as a social networking site with over two million members.[xi]
History and operations [edit]
eastward.l.f. (short for EyesLipsFace[12]) Cosmetics was founded by Joseph Shamah and Scott Vincent Borba in June 2004 with the assist of Shamah's father, Alan.[three] [5] [12] The duo originally met at a political party in 2002; Shamah was a 23-yr-old New York Academy business concern student. Borba was a 31-year-old Los Angeles beauty-industry veteran, responsible for previously launching brands such every bit Hard Processed cosmetics.[iii] Both were enthusiastic about an cheap, high-quality cosmetics line for women and decided to grade a company together. A few days after the party, they saturday downwards to begin, and a business organisation plan was created inside months. Borba claims the idea originated from seeing women with expensive cars such equally BMWs and Mercedes-Benzes ownership deal-toll cosmetics at 99-cent stores in Los Angeles.[ii]
On February three, 2014, TPG Growth bought a majority pale in e.l.f. Cosmetics.[ane] Joey Shamah was replaced by Tarang P. Amin, who "has been appointed president, chief executive officer and director of east.l.f. Cosmetics."[ane]
Products [edit]
The visitor started with only 13 makeup products, but has since developed more than 300 products that include bath products, peel-care products, mineral-based makeup, professional tools,[4] eyeliners, lipstick, glosses,[6] [seven] blushes, bronzers, brushes, mascara,[8] and many more than. Most items cost $3.[2] The variety of eastward.l.f. products allows the visitor to target a demographic with a wide age range, from teenagers to women in their 40s and 50s.[5]
The company carries different product lines, which include e.l.f. Studio, e.l.f. Minerals, and due east.fifty.f. Essentials.[5] There used to be eastward.l.f. Bathroom & Body, which included moisturizers, cleanser, and fragrances. They have now stopped making those products.[v]
- due east.l.f. Studio - makeup line includes professional makeup for professional makeup artists and consumers.
- e.l.f. Minerals - consists of makeup made out of natural minerals.
- e.l.f. Essentials - includes "every-day" makeup supplies at lower prices, in an effort to be affordable.[13]
Sales [edit]
Retail [edit]
eastward.l.f. Cosmetics is currently bachelor in 18 countries including the United states, Canada, Commonwealth of australia, the United Kingdom, Saudi Arabia, France, Colombia, and Spain.[five] [10] Products can be purchased at regional drug bondage across the Us and Canada.[2] e.l.f products are most ordinarily found in Target. In March 2010, e.l.f.'south $i and Studio line of products were placed in over 700 Target stores,[10] with about individual items prices at $1 and $3.[8] Another Target expansion to include most outlets happened in March 2011.[8] Other stores include Kmart,[seven] Dollar General,[5] and Walmart.[eight] e.l.f. is also sold at various supermarkets and women's dress discount retailers, often in four-tiered spinners or "fish bowls" in impulse-buy sections.[four]
Website [edit]
History [edit]
In 2004, the company was having only partial success stocking its products in retail stores, including dollar stores.[14] Glamour magazine wanted to feature an e.l.f. product but told the company they couldn't unless the product was nationally bachelor for their 2 1000000-person readership base.[iv] [12] eastward.50.f. Cosmetics at that point had a website intended every bit a production showcase,[4] and that yr information technology relaunched the site every bit an due east-commerce site, rapidly aircraft out thousands of orders.[2] Since the premiere of the new site, e.l.f. products accept been featured in Glamour over 7 times.[xv] The website is now the brand'southward primary sales vehicle[2] and accounted for approximately 50% of all sales in 2008.[6]
Features [edit]
In June 2007, eastward.l.f. launched a beauty weblog and communication column that touts products (non only e.l.f.) and talks about glory sightings. Since then, the length of customer visits to the website has tripled.[6] All product pages on the site host a "conversation now" button that lets customers connect direct with one of the company'due south in-firm professional person makeup artists. The site hosts a "virtual makeover lab", where customers tin digitally exam products on models or their own photos.[12] Customers tin can create a personal profile, publish and comment on blogs, converse with other customers, and admission a dazzler encyclopedia.[4] They tin also create a "beauty contour" and are recommended e.l.f. products co-ordinate to their skin type, hair and eye colors, and typical dazzler regimen.[4] [7] Also included is the selection to create a wish-listing that connects to Facebook,[vi] [sixteen] or view educational spider web videos on makeup techniques and styles.[5] [14] The website currently includes over 2 million members.[eleven]
Promotions [edit]
In 2007, the company began to invest heavily in email marketing, and its weekly email campaigns are considered by eCommerce-Guide to be the company's strongest promotion.[12] The visitor offers a near-constant supply of promotions to its customers, largely through its website. Subscribers on the mailing list can earn points or gift certificates for making web referrals that turn into sales transactions.[6] [sixteen] Shamah claimed that as of September 2009, more than than 500,000 friend referrals had come back to make a purchase.[12]
Information technology also frequently hosts online events, and since 2010 has asked customers of all ages and ethnicities to submit to a casting resource to select a yearly model representative for the brand. Iv selected individuals are brought to New York City to receive makeovers from Achelle Dunaway, e.l.f.'due south Creative Director and pb makeup artist, as well equally participate in a photo shoot. At that place are diverse cash prizes for nominees, and the winner is dubbed "face of east.l.f."[10] [17]
Media presence [edit]
e.l.f. products have been favorably reviewed in dozens of major magazines, including Glamour, Allure, Self,[7] InStyle, and Good Housekeeping.[2] A segment on eastward.l.f. premiered on the Style Network likewise.[fourteen] The business has been profiled by publications such as Entrepreneur,[3] [16] CNN,[2] Retail Merchandiser, [4] Information Calendar week,[6] and The Wall Street Journal.[8] In December 2010, the e.50.f. product '100-Slice Endless Eyes Pro Eyeshadow Palet' was featured in "The O List: Holiday Edition" ("Oprah's Favorite Things") in Oprah Winfrey's O magazine. The magazine stated the set included "almost every color imaginable," and the product quickly sold entirely out of stock. In January 2011, e.l.f. reintroduced the product at one-half price, or $10.[11]
Campaigns [edit]
Chest cancer funds [edit]
During Oct 2004, merely months after its founding, e.50.f. donated 20% of the gain from its 'Shimmering Facial Whip' to Win Against Breast Cancer'due south inquiry and facilities. It also provided "Color Therapy Care Packages" to breast cancer patients in inner-city hospitals in Los Angeles.[iii]
PETA [edit]
The brand just uses products that are cruelty-free.[nine] In 2007, it was announced that due east.l.f. was selling tweezers in a false leather case[eighteen] that read "e.50.f. Professional Supports PETA in the Fur Free Entrada. l% of the proceeds from sales of these tweezers go straight to PETA!" CEO Joseph Shamah after earned PETA's "Trail-Blazer Award", given for "compassion and delivery to never testing on animals."[7]
2011 Nihon earthquake and tsunami [edit]
e.l.f. Cosmetics announced the "Mi & Yous Can Brand a Divergence" campaign days after the 2011 TÅhoku earthquake and tsunami disaster, which helped fund relief efforts. The programme donated 5% of all online purchases to the Ruby-red Cross for Nihon'due south crisis recovery initiative.[19]
References [edit]
- ^ a b c Brookman, Faye (half dozen February 2014). "Tarang Amin Named CEO of Eastward.50.f. Cosmetics". WWD. Retrieved 6 February 2014.
- ^ a b c d e f chiliad h i "A pretty face that won't toll an arm and a leg". CNN. January 9, 2006. Archived from the original on October half dozen, 2012. Retrieved 2011-03-09 .
- ^ a b c d east Pennington, April Y. (Jan 2005). "Bucking convention: challenging the manufacture standard of costly cosmetics, E.Fifty.F. says, "the buck stops here."". Entrepreneur . Retrieved 2011-03-09 .
- ^ a b c d e f yard h i "ELF: Cosmetics? Covered". Retail Merchandiser. July 31, 2008. Retrieved 2011-03-09 .
- ^ a b c d east f one thousand h i "e.fifty.f. Cosmetics Announces Investment from TSG Consumer Partners". e.l.f. Cosmetics. Jan 7, 2011. Retrieved 2011-03-09 .
- ^ a b c d eastward f g Clancy, Heather (October 24, 2008). "How To Heave E-Commerce Revenue With Community". Information Week . Retrieved 2011-03-09 .
- ^ a b c d east f grand h "e.fifty.f. Cosmetics: Bargain Beauty Essentials Full of 'Inexpensive Thrills'". PETA. October 2010. Retrieved 2011-03-09 .
- ^ a b c d e f chiliad Athavaley, Anjali (February iii, 2011). "It's Merely Lip Gloss, Mom". The Wall Street Journal . Retrieved 2011-03-09 .
- ^ a b "Non-Cruelty Argument". due east.fifty.f. Cosmetics. Archived from the original on 2010-12-30. Retrieved 2011-03-09 .
- ^ a b c d "e.fifty.f. cosmetics Hits two-Million!". due east.50.f. Cosmetics. June 4, 2010. Retrieved 2011-03-09 .
- ^ a b c "Oprah'southward Favorite Eyeshadow Palette Back In Stock At e.l.f. cosmetics!". e.l.f. Cosmetics. January 18, 2011. Retrieved 2011-03-09 .
- ^ a b c d e f Beal, Vangie (September 23, 2009). "eBiz Contour: E.L.F. (Eyes, Lips, Face) Cosmetics". eCommerce-Guide.com. Retrieved 2011-03-09 .
- ^ "Makeup Line Overviews". e.fifty.f. Cosmetics. Retrieved 2011-03-10 .
- ^ a b c Palmquist, Susan. "The Budget Smart Girl's Guide to Make Up". The Dollar Stretcher. Retrieved 2011-03-09 .
- ^ "The Buzz: Glamour". e.l.f. Cosmetics. Archived from the original on 2011-07-10. Retrieved 2011-03-x .
- ^ a b c Clancy, Heather (August 2008). "Know How to Hold 'Em". Entrepreneur . Retrieved 2011-03-09 .
- ^ Doyle, Erin (February 13, 2011). "e.l.f Cosmetics Announces "Beauty At All Ages 2011"". e.l.f. Cosmetic. Archived from the original on July 14, 2011. Retrieved 2011-03-09 .
- ^ "PETA and e.l.f." PETA. September 14, 2007. Retrieved 2011-03-09 .
- ^ "e.fifty.f. Cosmetics Announces "Mi & You Tin can Brand a Difference" Relief Program to Assistance Japanese Earthquake Victims". The San Francisco Chronicle. March 30, 2011. Retrieved 2011-06-fifteen .
Farther reading [edit]
- Entrepreneur - E.L.F. challenging industry standard of costly cosmetics (January 2005)
- CNN - A pretty face That Won't Price an Arm or Leg (January 2006)
- Retail Merchandiser - Eastward.L.F. Cosmetics? Covered (July 2008)
- PETA - Deal Beauty Essentials Full of Cheap Thrills (October 2010)
- The Wall Street Journal - It'due south Just Lip Gloss, Mom (Feb 2011)
Source: https://en.wikipedia.org/wiki/E.l.f._%28cosmetics%29
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