E.l.f. Cosmetics’ recent marketing collabs have helped skyrocket their sales. According to the beauty brand’s latest earnings report, their first fiscal quarter net sales growth was at 76%—increasing their marketing spending to 16% of its net sales for the latest quarter. E.l.f.’s marketing efforts include a lip kit partnership with TikTok influencer Mikayla Nogueira on her wedding day and a collab with actress Jennifer Coolidge promoting their products. The company’s CEO explains that these moves aim to “generate buzz-worthy moments for our community and reach new audiences with our collaborations.” And with YPulse research showing E.l.f ranks amongst Gen Z’s top 20 overall brands, it seems that their marketing is creating enough buzz to stay on top for this gen. (Glossy)
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