To gauge makeup customers' interest in skin care, a responsive pre-sale was created and driven to by a series of emails. Four products were chosen for the initial launch. To build momentum, pre-sale customers were sent direct mail pieces encouraging them to engage on social media using #elfskincare. For the online and retail launch, the campaign was refreshed with new photography and pushed to a wider audience.
e.l.f. Cosmetics Promotion
1. A monthly promotion featuring a category of products which lives in email, social media and affiliate banners that drive to the site.
e.l.f. Cosmetics Brand Awareness
Play Beautifully is a branding mantra that has been gradually introduced to customers who have historically been given deep, percentage off discounts every month. A less promotional voice along with new photography, brand colors and typography have elevated each channel to allow products to take center stage on their own.
Campaign video: tinyurl.com/playbeautifully
Past work: Estée Lauder Gilt City Saks Fifth Avenue