E.L.F. Marketing: How Their Genius Strategy Has Captivated Their Audience

If there is one advert never to skip while watching a YouTube video, it’s an ELF advert! The E.l.f marketing department has mastered the art of advertising their products to the point where you would genuinely feel the need to use one of the products after watching the advert! Genius!

In a highly competitive industry, e.l.f. cosmetics has managed to consistently stand out with its bold, innovative, and captivating marketing campaigns. 

In this blog post, we’ll dive into how e.l.f. marketing has captivated audiences with its recent advertisements, focusing on creative tactics that keep people talking and coming back for more.

E.L.F the brand!

E.L.F cosmetics is not only known for having the best affordable dupe-worthy products on the market but also having the best quality ‘dupe’ products - that’s what the TikTok girlies are saying! 

The thing is the e.l.f marketing team has really used this to their advantage especially when it comes to packaging - as a lot of their products have similar aesthetics and vibe as their significant others. 

Dupe products are not always received kindly especially in the beauty industry. Products that are know as dupes geneally have a bad reputation for not giving the same quality as the ‘high end’

However, e.l.f cosmetics prides it self for delivery ‘dupes’ that has the same/similar (for some people better) products as their ‘high-end’ offer. This similarity for some is what drives them to the brand.

Although the products are known as dupes, the actual quality of the products has never been questioned. Some users even prefer to use the e.l.f cosmetics products instead of the ‘high-end’ products and you can definitely put this down to the marketing done by the E.l.f cosmetics team

There was a time on tiktok (even till now) when you could not scroll without seeing someone doing an e.l.f cosmetics comparison video, where they compare the e.l.f product to its ‘high-end’ counterpart - this in itself is a whole trend not only on TikTok but also on online blog post like The Everygirl. 

These comparison videos are what helped build credibility for the brand. With the increased popularity of user generated content, these viral UGC type videos on TikTok enabled e.l.f cosmetics to have a long period of ‘viral moments’ on probably the most popular social media app currently.

E.l.f. Marketing: The Strategy

It’s important to understand the core values of e.l.f. marketing. Every great brand has a great strategy. The brand’s messaging revolves around inclusivity, affordability, and community.

Their main aim is to provide high-quality products at low prices - making products accessible regardless of someone's gender, age, skin tone or income. 

This strategy has landed them the title of being Gen-Z’s favourite makeup brand!

The e.l.f marketing girlies are self-aware queens as this approach of inclusivity can also be seen in their recent ‘Game day’ adverts: understanding cultural and social moments that matter to their audience and this is reflected through the people they cast within their adverts.

One of the smartest moves that the e.l.f. Marketing team have made has been their strategic collaborations with pop culture icons and celebrities.

Partnering with relevant celebrities is always a good way to increase a brand's visibility, for example Meghan Trainer, Judge Judy, Gina Torres and Rick Hoffman.

The main highlight to take away from their most recent commercial is the commercial isn’t just these celebrities wearing the makeup, it’s like a mini Judge Judy episode!

Who doesn’t love Judge Judy! And they named it JUDGE BEAUTY!! - it’s educational and it’s entertaining.

E.l.f. Marketing: The Strategy Part 2 

Additionally, e.l.f cosmetics often collaborates with digital influencers and creators who resonate with their target audience. These partnerships amplify their campaigns across various platforms, the main one being tiktok. This allows for a greater reach because who doesn’t have tiktok...

Whether it’s makeup tutorials, reviews, or creative challenges, e.l.f. marketing continues to dominate by leaning into the power of influencer marketing especially through tiktok!

Memorable Taglines and Messaging

As well as their captivating adverts, the e.l.f. marketing team has also nailed it in the taglines department. Campaigns like “Make It e.l.f.ing Amazing” and “You’ve been e.l.fing summoned” are not only catchy but also embody the brand’s ethos of self-empowerment, positivity and inclusivity.

The e.l.f marketing team really focus in on individual mindset because the taglines main focus are always on embracing your individuality, taking control of your beauty and having fun with it - this combination for me is what gives their adverts that feel-good vibes and makes them memorable.

Some of my favourite taglines include:

Judge beauty serves Eyes.Lips.Fact 

In e.l.f we trust 

E.L.F and hot 

Show your(s)e.l.f

The Future of e.l.f. Marketing: What’s Next?

With their track record of captivating and engaging adverts, it’s clear that the e.l.f marketing team know exactly what they are doing. Whether they’re tapping into viral trends on TikTok, or collaborating with pop culture icons, they never miss!

As they move forward, it’s safe to assume that the e.l.f. marketing team will continue to stay true to its core values of inclusivity, affordability, and community while finding new and creative ways to engage with its audiences. 

One thing is certain: e.l.f cosmetics is not just selling makeup — they’re selling an experience, a community, and a movement, and their adverts and collaborations are proof of the power the e.l.f marketing girlies have.

In an industry where standing out is more challenging than ever, the e.l.f marketing team has mastered the art of captivating its audience, ensuring that the brand will remain a favourite for beauty lovers currently and for years to come!

This is your sign to go onto the e.l.f YouTube channel and watch their adverts!

✍️ Written by Marie M