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

 
• By Ryan Nelson

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.

Businessman Success. A businessman launching upwards, paperwork flying everywhere!

E.l.f. Beauty, Inc.is seeingpositive early signs from a strategic repositioning that has the company upping its digital marketing and strengthening its focus on first-to-mass items while preserving its “affordable beauty” value proposition.

More than half of the Oakland, Calif

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NAD Refers Men’s Hair Color Brand To FTC For Non-Compliance With Fast-Track SWIFT Decision

 
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