E.L.F Launches Themed Beauty and Skincare Products
E.L.F Beauty has been known to respond to the ever-changing consumer behaviors and market conditions. The company always tries to build genuine relationships with their consumers and listens and responds to the needs of their customers. They deliver quality products at affordable prices and their products are vegan and cruelty-free. The company also has a value-driven approach to marketing. They listen to their consumers and build products around their needs. For some of their products, there is no clear differentiation between makeup and skincare. For instance, the Ride or Die lip balm not only hydrates lips but also adds a subtle color.Their products aim to serve different needs.
The Game Up collection
With their new collection, ‘Game Up’, the brand takes gaming to another dimension. The collection consists of eight different makeup and skincare products. This new line of products was launched on Twitch by the Australian gamer, Loserfruit. E.l.f. Has worked with gamers to select the name, packaging, design and colors of the products. This limited line of products is available on the website of the company and the target customer is the gaming community. You can find the products at Target as of July 10 and on July 18 at Shoppers Drug Mart. The items contain a code that can be used as rewards or points.
The featured products
This collection consists of eyeliners in bold shades, mask, eyeshadow palette, lip gloss, nail kit, eye cream and setting spray. The beauty kit also has body gems and nail accessories. The names of the products like ‘Bonus points’, ‘Ready to play’ and ‘Rez me’ refer to gaming activities.
The brand’s popularity with Gen Z
Gen Z is particularly fond of this brand. This could be something to do with the brand’s adoption of TikTok. With the brand’s appearance on TikTok in 2019, it has got nearly 10 billion views and 6 million user-generated videos. This had a tremendous impact on brand awareness and has made e.l.f. an authentic brand. This character of authenticity is also a part of the messaging of the brand which also has an activist tone. The company has used its social media platforms to take a stand on a wide range of issues, from voting, to LGBTQ rights, to animal protection and Black Lives Matter. This also makes the brand popular with young customers.
Live event
The products will be promoted at a live event which will be held in an arcade bar in Los Angeles on July 13. Gamers in the area will play retro arcade games and the event will be livestreamed on the Twitch channel of the brand. Moments from the event will be shared on other social media platforms like Facebook, Instagram, TikTok, and Twitter.
The growing popularity of gaming
The brand aims to develop products that demonstrate the growing popularity of gaming. Gaming might be an activity that is not associated with dressing up but livestreaming is different and there are gaming influencers who are known to be trendsetters for their unique style.
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E.L.F Beauty has been known to respond to the ever-changing consumer behaviors and market conditions. The company always tries to build genuine relationships with their consumers and listens and responds to the needs of their customers. They deliver quality products at affordable prices and their products are vegan and cruelty-free. The company also has a value-driven approach to marketing. They listen to their consumers and build products around their needs. For some of their products, there is no clear differentiation between makeup and skincare. For instance, the Ride or Die lip balm not only hydrates lips but also adds a subtle color.Their products aim to serve different needs. The Game Up collection With their new collection, ‘Game Up’, the brand…