To unpack the journey of how the 17-year-old beauty company evolved from a smaller brand to a pop culture sensation, Chopra and Marchisotto shared a window into the brand recharge the company underwent beginning nearly three years ago.
It was a process that started with a deep dive into e.l.f. consumers — it turned out that quite a few didn’t know the meaning behind the acronym — and resulted in the development of a new e.l.f. language, visual expression and soundtrack. It also translated into a “digital big bang” campaign that transformed into a cultural movement of self-expression, said Marchisotto. This big bang has since really taken on a life of its own, which the company steps in to fuel when needed.
Case in point was the opportunity the Jeopardy moment offered. E.l.f. immediately engaged with Amodio, changed its branding across all of its social media handles within 24 hours, and subsequently presented the contestant with a check for the $8,000 he’d lost as a result of the error, which he donated to Dress for Success.
This quick action serves as just one example of the benefits e.l.f. reaps as a result of its new operating strategy. “[We] operate with a renegade spirit, a thirst for disruption, and a test-and-learn mindset,” said Marchisotto.
“We build to disrupt norms, shape culture, connect communities through positivity, inclusivity and accessibility,” Chopra, a CGT Visionary, added. “But underneath it all, we're driven by purpose, and we live our purpose every single day.”
[See also: CGT Sales & Marketing Report]