e.l.f. Beauty’s Playbook for Digital Disruption: Test and Learns, Data, and Emerging Tech
Beauty moves at the speed of culture, and if you're not keeping pace with changing consumer trends, you've already lost the race.
But it’s a marathon, not a sprint — a concept e.l.f. Beauty has spiritedly embraced, consistently capturing Gen Z and Gen Alpha interest through bold and striking marketing activations that resonate. For the company, it’s about moving at “e.l.f. speed,” chief digital officer Ekta Chopra tells CGT, and that means keeping disruption as part of their DNA.
Also read: 5 Things To Know About the Lucrative Gen Z Consumer
Gaining a Tech Foothold
Chopra, who joined the company in 2016 with more than 20 years of tech experience to expand e.l.f.'s digital presence on a global scale, has kept a varied marketing toolset, using technologies and experiential features like augmented reality and the metaverse to meet consumers wherever they are, no matter the format.
“We're not afraid to test and learn on new platforms,” says Chopra, adding that e.l.f. was one of the first beauty brands on TikTok, quickly gaining momentum and receiving over 7 billion views for its Eyes Lips Face campaign and respective song. The company has since replicated engagement efforts on other platforms like Twitch and Roblox.
On Twitch, the company looked to combat a high rate of gender discrimination within the female gaming community (77%) by saying “e.l.f. you” to toxic gaming culture and creating game and beauty content in partnership with female gamers.
e.l.f. was also an early innovator within the now-trendy marketing vehicle of Roblox, entering the platform in 2023 with the launch of “e.l.f. UP!,” which introduced an element of gamification and garnered 16 million visits and a 96%-plus approval rating in less than a year.
Also read: E.l.f. Tests Out Walmart’s Social Commerce Capability on Roblox
Technology as the Backbone
This type of innovation requires a careful strategy that balances technology adoption, data, and a culture of listening to the community and its needs.
For example, e.l.f. is able to experiment with spatial computing through its launch with Apple Vision Pro to chart a new path in consumer engagement. Chopra says she sees it as an opportunity to disrupt norms, shape culture, and connect communities. The interactivity builds in a personalization aspect that helps create experiences where users can connect with their “whole self,” rather than just a product.
“There’s even more opportunity in spatial computing because if your community is living in that device for hours, you go with them on the journey,” she says.
The company has also invested in AR, generative AI models like ChatGPT and DALL-E, the metaverse, and Web3 to dial up on personalization and optimize marketing efforts.
“We are always looking for ways to tap into the changing digital landscape and widespread adoption of AI. These technologies enable us to deliver unique experiences and maintain our edge in a rapidly evolving market."
Data at the Core
Consumer insights drive e.l.f.'s marketing strategy, with data at the core of every decision. The company has frequently surveyed its consumer base to inform product and marketing innovation.
"We listen to our community — and once we get a signal, we lean in," says Chopra.
This data-driven approach was evident in the brand's collaboration with Tinder. Insights revealed that 80% of singles felt their "get-ready routine" impacts their confidence on a first date. In response, e.l.f. launched a makeup line intended to give daters a confidence boost.
They also launched “Get Ready With Music, The Album,” a soundtrack inspired by a study from e.l.f. and Madwell that found that 75% of women see music and makeup as important tools for self-expression.
The company’s Beauty Squad Loyalty program, which has over 5 million members, also functions as a funnel for shopper insights, gathering information about the beauty company’s most engaged consumers.
“It’s giving us data about who they are, what they like, what they don’t like,” says Chopra.
It’s an important tool in the company’s personalization efforts, she says, with e.l.f. leveraging the power of its data platform to surface insights that can help them create content and products that fulfill community wants and needs.
Measuring Success and Tips for Resonating
For the digitally-native company, scalability was built into the strategy. Chopra says e.l.f. carefully tracks several metrics to gauge the success of initiatives, including digital engagement metrics, conversion rates, customer acquisition costs, and lifetime value. With experiential and gamification efforts like e.l.f. UP!, the company monitors player engagement and growth metrics.
“It all starts with truly knowing your audience through thorough data analysis and being ready to pivot quickly as trends emerge,” says Chopra.
Authenticity is key. Promotions should be genuine, aligning with brand values and resonating with the company and consumers, she says.
