E.l.f. Shutters Its Stores, Ratchets Up Digital Marketing To Reinvigorate Brand’s ‘Superpowers’

The Oakland, Calif.-based firm is cautiously projecting net sales declines of 4% to 8% in fiscal 2020, but is confident about its strategic redirection, which prioritizes packaging redesigns, first-to-mass items and “fewer, bolder product stories” under new marketing leadership brought on board in February from Shiseido.