e.l.f. Beauty, under the leadership of Chief Brand Officer Laurie Lam, is showcasing a strategic approach in beauty innovation focused on inclusivity and community engagement. In a recent episode of *The Speed of Culture*, Lam discussed the brand’s emphasis on community-led marketing, digital-first strategies, and its omnichannel retail presence.
Lam highlighted that e.l.f. uses consumer insights to shape its marketing efforts, crafting products and campaigns based on real-time trends and audience feedback. This approach has been effective in fostering lasting engagement with consumers across various platforms, including Twitch and Roblox.
Additionally, e.l.f. has expanded its retail footprint intentionally into stores such as Target and Sephora Mexico, ensuring easy accessibility for customers. The brand’s mission revolves around making beauty products both affordable and available to a wide audience.
Before her role at e.l.f., Lam spent two decades at L’Oréal, where she gained valuable experience in marketing and business development across regions. Her global insights influence e.l.f.’s commitment to inclusive and purpose-driven growth, actively seeking to reshape beauty norms for current consumers.
Furthermore, initiatives like the So Many Dicks campaign aim to push for diversity in corporate boardrooms, aiming to double representation of women and people of color by 2027.
- Why it matters:
- The brand’s community-driven strategy may serve as a model for businesses in other sectors seeking consumer engagement.
- Increased focus on inclusivity and accessibility can potentially attract a wider customer base.
- The latest: e.l.f. Beauty continues to evolve its marketing strategies, including recent partnerships and product launches, by closely listening to consumer demands.
Source: https://www.adweek.com/brand-marketing/viral-campaigns-global-growth-elf-beauty-brand-engine/
Source: https://www.adweek.com/brand-marketing/viral-campaigns-global-growth-elf-beauty-brand-engine/