What Is The Cost Of Younique Makeup
 | |
| Type | Public |
|---|---|
| Traded as |
|
| 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, master commercial officer)[1] |
| Products | Makeup, bath products, skin-care products |
| Revenue |  US$295 million (2017) [2] [3] |
| Full equity | US$20 million (2008) [4] |
| Website | world wide web.elfcosmetics.com |
due east.l.f. Cosmetics is an American cosmetics brand based in Oakland, California. Information technology was founded by Joseph Shamah and Scott Vincent Borba in 2004.[5] Items include bath and skin-intendance products, mineral-based makeup, professional tools,[4] eyeliners, lipstick, glosses,[6] [vii] blushes, bronzers, brushes, and mascara, among others.[8]
According to the company, its products are 100% "cruelty-complimentary", and it supports PETA's no fur campaign.[9] due east.50.f. Cosmetics' products have been reviewed in Glamour, Allure, Self,[7] InStyle, and Expert Housekeeping,[2] and are sold in 17 countries, and in several stores including Target,[10] Kmart,[7] Dollar General,[5] and Walmart.[8] Over half the company'due south sales come from its website, which doubles every bit a social networking site with over two million members.[11]
History and operations [edit]
due east.fifty.f. (short for EyesLipsFace[12]) Cosmetics was founded by Joseph Shamah and Scott Vincent Borba in June 2004 with the aid of Shamah's begetter, Alan.[3] [five] [12] The duo originally met at a political party in 2002; Shamah was a 23-twelvemonth-quondam New York University business student. Borba was a 31-year-erstwhile Los Angeles beauty-manufacture veteran, responsible for previously launching brands such as Hard Candy cosmetics.[three] Both were enthusiastic about an cheap, high-quality cosmetics line for women and decided to class a company together. A few days after the party, they saturday down to brainstorm, and a business programme was created within months. Borba claims the idea originated from seeing women with expensive cars such as BMWs and Mercedes-Benzes buying bargain-price cosmetics at 99-cent stores in Los Angeles.[2]
On Feb 3, 2014, TPG Growth bought a majority stake in e.l.f. Cosmetics.[1] Joey Shamah was replaced past Tarang P. Amin, who "has been appointed president, chief executive officer and director of e.fifty.f. Cosmetics."[one]
Products [edit]
The company started with only thirteen makeup products, but has since developed more than than 300 products that include bath products, pare-intendance products, mineral-based makeup, professional person tools,[4] eyeliners, lipstick, glosses,[6] [7] blushes, bronzers, brushes, mascara,[8] and many more than. Virtually items cost $3.[2] The diversity of e.fifty.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 unlike product lines, which include e.l.f. Studio, due east.l.f. Minerals, and due east.l.f. Essentials.[5] In that location used to be due east.l.f. Bathroom & Body, which included moisturizers, cleanser, and fragrances. They accept now stopped making those products.[five]
- e.l.f. Studio - makeup line includes professional makeup for professional makeup artists and consumers.
- east.l.f. Minerals - consists of makeup made out of natural minerals.
- e.l.f. Essentials - includes "every-mean solar day" makeup supplies at lower prices, in an effort to be affordable.[13]
Sales [edit]
Retail [edit]
due east.l.f. Cosmetics is currently available in 18 countries including the Us, Canada, Commonwealth of australia, the United Kingdom, Kingdom of saudi arabia, French republic, Republic of colombia, and Espana.[5] [10] Products can be purchased at regional drug chains across the The states and Canada.[two] e.l.f products are most usually institute in Target. In March 2010, east.50.f.'southward $one and Studio line of products were placed in over 700 Target stores,[10] with most private items prices at $i and $3.[8] Another Target expansion to include nearly outlets happened in March 2011.[8] Other stores include Kmart,[7] Dollar General,[5] and Walmart.[8] e.fifty.f. is also sold at diverse supermarkets and women's wearing apparel discount retailers, often in four-tiered spinners or "fish bowls" in impulse-buy sections.[4]
Website [edit]
History [edit]
In 2004, the company was having simply fractional success stocking its products in retail stores, including dollar stores.[14] Glamour magazine wanted to feature an e.l.f. product just told the company they couldn't unless the production was nationally available for their 2 one thousand thousand-person readership base.[4] [12] e.l.f. Cosmetics at that point had a website intended as a product showcase,[4] and that year it relaunched the site equally an e-commerce site, apace shipping out thousands of orders.[2] Since the premiere of the new site, e.l.f. products accept been featured in Glamour over seven times.[xv] The website is now the make's primary sales vehicle[two] and accounted for approximately 50% of all sales in 2008.[vi]
Features [edit]
In June 2007, e.l.f. launched a dazzler blog and advice cavalcade that touts products (non only e.l.f.) and talks about celebrity sightings. Since then, the length of customer visits to the website has tripled.[6] All product pages on the site host a "chat at present" button that lets customers connect straight with 1 of the visitor's in-house professional makeup artists. The site hosts a "virtual makeover lab", where customers tin can digitally test 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 beauty encyclopedia.[4] They tin can also create a "beauty profile" and are recommended e.l.f. products according to their skin type, pilus and middle colors, and typical beauty regimen.[4] [vii] Also included is the option to create a wish-list that connects to Facebook,[6] [sixteen] or view educational web videos on makeup techniques and styles.[5] [14] The website currently includes over 2 million members.[11]
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 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 listing can earn points or gift certificates for making web referrals that plough into sales transactions.[six] [16] Shamah claimed that as of September 2009, more than 500,000 friend referrals had come dorsum 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. Four selected individuals are brought to New York City to receive makeovers from Achelle Dunaway, e.l.f.'south Creative Director and lead makeup artist, also as participate in a photo shoot. At that place are various greenbacks prizes for nominees, and the winner is dubbed "face of e.l.f."[x] [17]
Media presence [edit]
eastward.fifty.f. products have been favorably reviewed in dozens of major magazines, including Glamour, Allure, Self,[7] InStyle, and Good Housekeeping.[ii] A segment on due east.50.f. premiered on the Style Network besides.[14] The business has been profiled by publications such equally Entrepreneur,[3] [16] CNN,[ii] Retail Merchandiser, [four] Information Week,[six] and The Wall Street Journal.[eight] In Dec 2010, the eastward.fifty.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.fifty.f. reintroduced the product at half toll, or $10.[11]
Campaigns [edit]
Breast cancer funds [edit]
During October 2004, just months after its founding, e.l.f. donated 20% of the gain from its 'Shimmering Facial Whip' to Win Confronting Breast Cancer'south enquiry and facilities. It too provided "Colour Therapy Care Packages" to chest cancer patients in inner-city hospitals in Los Angeles.[3]
PETA [edit]
The brand but uses products that are cruelty-free.[ix] In 2007, information technology was announced that eastward.l.f. was selling tweezers in a fake leather case[18] that read "e.l.f. Professional person Supports PETA in the Fur Free Campaign. 50% of the proceeds from sales of these tweezers go direct to PETA!" CEO Joseph Shamah later earned PETA's "Trail-Blazer Honour", given for "compassion and commitment to never testing on animals."[7]
2011 Nippon earthquake and tsunami [edit]
e.l.f. Cosmetics appear the "Mi & Y'all Can Make a Difference" campaign days after the 2011 TÅhoku convulsion and tsunami disaster, which helped fund relief efforts. The program donated five% of all online purchases to the Red Cross for Japan'due south crisis recovery initiative.[19]
References [edit]
- ^ a b c Brookman, Faye (6 February 2014). "Tarang Amin Named CEO of Due east.l.f. Cosmetics". WWD. Retrieved half-dozen February 2014.
- ^ a b c d east f g h i "A pretty face up that won't cost 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 e Pennington, Apr Y. (January 2005). "Bucking convention: challenging the manufacture standard of costly cosmetics, E.L.F. says, "the buck stops here."". Entrepreneur . Retrieved 2011-03-09 .
- ^ a b c d e f grand h i "ELF: Cosmetics? Covered". Retail Merchandiser. July 31, 2008. Retrieved 2011-03-09 .
- ^ a b c d e f k h i "e.l.f. Cosmetics Announces Investment from TSG Consumer Partners". e.50.f. Cosmetics. Jan 7, 2011. Retrieved 2011-03-09 .
- ^ a b c d e f m Clancy, Heather (October 24, 2008). "How To Heave E-Commerce Revenue With Community". Information Calendar week . Retrieved 2011-03-09 .
- ^ a b c d east f g h "due east.50.f. Cosmetics: Deal Dazzler Essentials Full of 'Cheap Thrills'". PETA. October 2010. Retrieved 2011-03-09 .
- ^ a b c d e f g Athavaley, Anjali (Feb 3, 2011). "It's Just Lip Gloss, Mom". The Wall Street Periodical . Retrieved 2011-03-09 .
- ^ a b "Non-Cruelty Statement". eastward.50.f. Cosmetics. Archived from the original on 2010-12-30. Retrieved 2011-03-09 .
- ^ a b c d "east.50.f. cosmetics Hits 2-One thousand thousand!". due east.l.f. Cosmetics. June 4, 2010. Retrieved 2011-03-09 .
- ^ a b c "Oprah's Favorite Eyeshadow Palette Back In Stock At east.fifty.f. cosmetics!". east.fifty.f. Cosmetics. Jan 18, 2011. Retrieved 2011-03-09 .
- ^ a b c d e f Aggravate, Vangie (September 23, 2009). "eBiz Profile: Due east.L.F. (Eyes, Lips, Face) Cosmetics". eCommerce-Guide.com. Retrieved 2011-03-09 .
- ^ "Makeup Line Overviews". due east.50.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.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 Concord 'Em". Entrepreneur . Retrieved 2011-03-09 .
- ^ Doyle, Erin (Feb 13, 2011). "e.l.f Cosmetics Announces "Dazzler 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 fourteen, 2007. Retrieved 2011-03-09 .
- ^ "e.l.f. Cosmetics Announces "Mi & You Can Make a Difference" Relief Program to Assist Japanese Convulsion Victims". The San Francisco Chronicle. March thirty, 2011. Retrieved 2011-06-15 .
Further reading [edit]
- Entrepreneur - Eastward.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 - E.L.F. Cosmetics? Covered (July 2008)
- PETA - Deal Beauty Essentials Full of Cheap Thrills (Oct 2010)
- The Wall Street Journal - It'southward Simply Lip Gloss, Mom (February 2011)
Source: https://en.wikipedia.org/wiki/E.l.f._%28cosmetics%29
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