Challenge
To educate tween, teen, and young adult consumers on the brand, and its belief that innovative technology and quality ingredients in a cosmetics product is attainable at a one-dollar price point.
Solution
Mobilizing 100 girls nationwide to create the ‘e.l.f. Girls’ Street Team, to educate about the brand essence and to spread the buzz about e.l.f. Cosmetics through online and viral marketing.
Results
The e.l.f. Girls sampled friends, conducted product research, and participated in weekly missions to generate buzz and find creative new uses for the products. We also aligned e.l.f. with charities such as Howie D.’s (of the Backstreet Boys) Dorough Lupus Foundation, creating a limited edition ‘Wings of Hope’ cosmetics kit to help raise funds for Lupus research. The final results have been heightened awareness about the e.l.f. brand and its products on an international level, as well as the translation of the brand into a must-have cosmetics product, developing into a loyal and repeat customer base.