Who Makes Eyes Lips Face Makeup
 | |
| Type | Public |
|---|---|
| Traded as |
|
| Industry | Cosmetics |
| Founded | June 2004 |
| Founder | Joseph Shamah Scott Vincent Borba |
| Headquarters | Oakland, California, U.S. |
| Surface area served | Worldwide |
| Key people | Tarang P. Amin (CEO) Scott Vincent Borba (Co-Founder) Richard F. Baruch Jr. (senior vice president, chief commercial officeholder)[one] |
| Products | Makeup, bath products, skin-care products |
| Revenue |  U.s.a.$295 million (2017) [2] [iii] |
| Total equity | US$xx 1000000 (2008) [4] |
| Website | www.elfcosmetics.com |
e.l.f. Cosmetics is an American cosmetics brand based in Oakland, California. It was founded by 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, among others.[viii]
According to the company, its products are 100% "cruelty-costless", and it supports PETA'south no fur campaign.[9] e.50.f. Cosmetics' products have been reviewed in Glamour, Allure, Cocky,[7] InStyle, and Skillful Housekeeping,[2] and are sold in 17 countries, and in several stores including Target,[x] Kmart,[7] Dollar General,[5] and Walmart.[8] Over one-half the visitor's sales come from its website, which doubles as a social networking site with over ii million members.[eleven]
History and operations [edit]
e.l.f. (short for EyesLipsFace[12]) Cosmetics was founded by Joseph Shamah and Scott Vincent Borba in June 2004 with the help of Shamah's father, Alan.[3] [5] [12] The duo originally met at a party in 2002; Shamah was a 23-year-old New York University business organization student. Borba was a 31-year-erstwhile Los Angeles dazzler-industry veteran, responsible for previously launching brands such as Hard Candy cosmetics.[iii] Both were enthusiastic well-nigh an inexpensive, high-quality cosmetics line for women and decided to form a company together. A few days after the party, they saturday down to brainstorm, and a business plan was created within months. Borba claims the thought originated from seeing women with expensive cars such equally BMWs and Mercedes-Benzes buying bargain-price cosmetics at 99-cent stores in Los Angeles.[2]
On February 3, 2014, TPG Growth bought a bulk stake in e.l.f. Cosmetics.[1] Joey Shamah was replaced by Tarang P. Amin, who "has been appointed president, chief executive officer and managing director of due east.l.f. Cosmetics."[1]
Products [edit]
The company started with simply thirteen makeup products, but has since developed more 300 products that include bathroom products, skin-care products, mineral-based makeup, professional tools,[4] eyeliners, lipstick, glosses,[6] [7] blushes, bronzers, brushes, mascara,[viii] and many more. Most items cost $3.[2] The diverseness of e.l.f. products allows the company to target a demographic with a broad age range, from teenagers to women in their 40s and 50s.[v]
The visitor carries dissimilar product lines, which include due east.fifty.f. Studio, e.l.f. Minerals, and e.l.f. Essentials.[5] There used to exist due east.50.f. Bathroom & Body, which included moisturizers, cleanser, and fragrances. They take now stopped making those products.[5]
- e.50.f. Studio - makeup line includes professional makeup for professional makeup artists and consumers.
- e.fifty.f. Minerals - consists of makeup fabricated out of natural minerals.
- east.l.f. Essentials - includes "every-day" makeup supplies at lower prices, in an try to be affordable.[13]
Sales [edit]
Retail [edit]
east.l.f. Cosmetics is currently bachelor in 18 countries including the United states of america, Canada, Australia, the Great britain, Saudi arabia, France, Colombia, and Kingdom of spain.[5] [10] Products tin can be purchased at regional drug bondage beyond the United States and Canada.[2] due east.l.f products are most commonly institute in Target. In March 2010, e.l.f.'s $1 and Studio line of products were placed in over 700 Target stores,[10] with almost individual items prices at $1 and $iii.[8] Another Target expansion to include most outlets happened in March 2011.[8] Other stores include Kmart,[seven] Dollar General,[five] and Walmart.[viii] e.l.f. is also sold at various supermarkets and women'southward apparel discount retailers, frequently in four-tiered spinners or "fish bowls" in impulse-buy sections.[four]
Website [edit]
History [edit]
In 2004, the visitor was having merely partial success stocking its products in retail stores, including dollar stores.[14] Glamour magazine wanted to feature an due east.l.f. product but told the visitor they couldn't unless the production was nationally available for their 2 million-person readership base of operations.[4] [12] e.l.f. Cosmetics at that point had a website intended equally a product showcase,[4] and that twelvemonth it relaunched the site as an e-commerce site, quickly shipping out thousands of orders.[2] Since the premiere of the new site, due east.l.f. products have been featured in Glamour over seven times.[xv] The website is at present the brand's primary sales vehicle[2] and accounted for approximately 50% of all sales in 2008.[6]
Features [edit]
In June 2007, east.50.f. launched a beauty blog and communication column that touts products (not only e.l.f.) and talks about celebrity sightings. Since and then, the length of customer visits to the website has tripled.[6] All product pages on the site host a "chat now" button that lets customers connect directly with one of the visitor's in-house professional person makeup artists. The site hosts a "virtual makeover lab", where customers tin can digitally examination products on models or their ain photos.[12] Customers can create a personal profile, publish and comment on blogs, converse with other customers, and access a dazzler encyclopedia.[4] They can also create a "beauty profile" and are recommended due east.l.f. products according to their skin blazon, hair and centre colors, and typical beauty regimen.[4] [7] Besides included is the choice to create a wish-list that connects to Facebook,[6] [16] or view educational web videos on makeup techniques and styles.[5] [14] The website currently includes over 2 1000000 members.[11]
Promotions [edit]
In 2007, the visitor began to invest heavily in email marketing, and its weekly e-mail campaigns are considered past eCommerce-Guide to be the visitor's strongest promotion.[12] The visitor offers a about-constant supply of promotions to its customers, largely through its website. Subscribers on the mailing list tin can earn points or gift certificates for making web referrals that turn into sales transactions.[6] [16] Shamah claimed that every bit of September 2009, more than than 500,000 friend referrals had come up back to make a purchase.[12]
Information technology likewise frequently hosts online events, and since 2010 has asked customers of all ages and ethnicities to submit to a casting resources to select a yearly model representative for the brand. Four selected individuals are brought to New York City to receive makeovers from Achelle Dunaway, eastward.l.f.'south Artistic Director and pb makeup creative person, equally well as participate in a photo shoot. There are various cash prizes for nominees, and the winner is dubbed "face of e.50.f."[10] [17]
Media presence [edit]
e.50.f. products have been favorably reviewed in dozens of major magazines, including Glamour, Allure, Self,[7] InStyle, and Proficient Housekeeping.[ii] A segment on e.fifty.f. premiered on the Style Network as well.[14] The business has been profiled by publications such equally Entrepreneur,[3] [xvi] CNN,[2] Retail Merchandiser, [iv] Information Week,[6] and The Wall Street Journal.[8] In December 2010, the e.l.f. product '100-Piece Countless Eyes Pro Eyeshadow Palet' was featured in "The O List: Holiday Edition" ("Oprah'south Favorite Things") in Oprah Winfrey's O mag. The mag stated the ready included "almost every color imaginable," and the product quickly sold entirely out of stock. In January 2011, e.fifty.f. reintroduced the product at half price, or $x.[11]
Campaigns [edit]
Breast cancer funds [edit]
During Oct 2004, just months later its founding, due east.l.f. donated 20% of the proceeds from its 'Shimmering Facial Whip' to Win Confronting Breast Cancer's enquiry and facilities. It also provided "Color Therapy Care Packages" to chest cancer patients in inner-city hospitals in Los Angeles.[3]
PETA [edit]
The brand only uses products that are cruelty-free.[9] In 2007, it was appear that e.l.f. was selling tweezers in a faux leather case[18] that read "east.l.f. Professional Supports PETA in the Fur Free Campaign. 50% of the proceeds from sales of these tweezers become straight to PETA!" CEO Joseph Shamah later earned PETA's "Trail-Blazer Award", given for "compassion and commitment to never testing on animals."[7]
2011 Japan earthquake and tsunami [edit]
e.l.f. Cosmetics announced the "Mi & You Can Brand a Difference" campaign days after the 2011 TÅhoku earthquake and tsunami disaster, which helped fund relief efforts. The plan donated five% of all online purchases to the Red Cantankerous for Japan'due south crisis recovery initiative.[xix]
References [edit]
- ^ a b c Brookman, Faye (6 February 2014). "Tarang Amin Named CEO of Due east.fifty.f. Cosmetics". WWD. Retrieved 6 February 2014.
- ^ a b c d e f yard h i "A pretty face that won't cost an arm and a leg". CNN. Jan ix, 2006. Archived from the original on October 6, 2012. Retrieved 2011-03-09 .
- ^ a b c d e Pennington, Apr Y. (January 2005). "Bucking convention: challenging the industry standard of plush cosmetics, Due east.Fifty.F. says, "the buck stops here."". Entrepreneur . Retrieved 2011-03-09 .
- ^ a b c d e f g h i "ELF: Cosmetics? Covered". Retail Merchandiser. July 31, 2008. Retrieved 2011-03-09 .
- ^ a b c d e f g h i "e.l.f. Cosmetics Announces Investment from TSG Consumer Partners". e.fifty.f. Cosmetics. January seven, 2011. Retrieved 2011-03-09 .
- ^ a b c d e f thou Clancy, Heather (October 24, 2008). "How To Heave Due east-Commerce Revenue With Community". Information Week . Retrieved 2011-03-09 .
- ^ a b c d east f thou h "e.fifty.f. Cosmetics: Bargain Dazzler Essentials Full of 'Cheap Thrills'". PETA. October 2010. Retrieved 2011-03-09 .
- ^ a b c d e f g Athavaley, Anjali (February 3, 2011). "It'southward Just Lip Gloss, Mom". The Wall Street Journal . Retrieved 2011-03-09 .
- ^ a b "Non-Cruelty Statement". east.50.f. Cosmetics. Archived from the original on 2010-12-30. Retrieved 2011-03-09 .
- ^ a b c d "eastward.l.f. cosmetics Hits 2-Million!". e.l.f. Cosmetics. June four, 2010. Retrieved 2011-03-09 .
- ^ a b c "Oprah's Favorite Eyeshadow Palette Dorsum In Stock At e.l.f. cosmetics!". e.l.f. Cosmetics. January 18, 2011. Retrieved 2011-03-09 .
- ^ a b c d due east f Beal, Vangie (September 23, 2009). "eBiz Profile: E.L.F. (Eyes, Lips, Face) Cosmetics". eCommerce-Guide.com. Retrieved 2011-03-09 .
- ^ "Makeup Line Overviews". e.l.f. Cosmetics. Retrieved 2011-03-x .
- ^ a b c Palmquist, Susan. "The Budget Smart Daughter'southward Guide to Make Up". The Dollar Stretcher. Retrieved 2011-03-09 .
- ^ "The Buzz: Glamour". e.fifty.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 xiii, 2011). "e.l.f Cosmetics Announces "Beauty At All Ages 2011"". e.l.f. Cosmetic. Archived from the original on July fourteen, 2011. Retrieved 2011-03-09 .
- ^ "PETA and east.50.f." PETA. September 14, 2007. Retrieved 2011-03-09 .
- ^ "e.l.f. Cosmetics Announces "Mi & Yous Can Make a Difference" Relief Program to Assist Japanese Earthquake Victims". The San Francisco Chronicle. March 30, 2011. Retrieved 2011-06-15 .
Farther reading [edit]
- Entrepreneur - East.L.F. challenging industry standard of costly cosmetics (January 2005)
- CNN - A pretty face That Won't Cost an Arm or Leg (January 2006)
- Retail Merchandiser - East.Fifty.F. Cosmetics? Covered (July 2008)
- PETA - Bargain Dazzler Essentials Full of Cheap Thrills (October 2010)
- The Wall Street Journal - Information technology'south Simply Lip Gloss, Mom (February 2011)
Source: https://en.wikipedia.org/wiki/E.l.f._(cosmetics)
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