How e.l.f. Beauty Uses Pricing and Tech to Stand Out in the Cosmetics Industry | Leadership Next

Описание: Beauty is a crowded space with tons of entrenched players. But, stiff competition hasn’t slowed the growth for e.l.f. Beauty, the popular drugstore beauty brand founded in 2004. Tarang Amin is e.l.f’s CEO and this week’s guest on Leadership Next. The company and its popular products, including its flagship Halo Glow Liquid Filler, are lower cost than industry competitors, says Amin. The value proposition, coupled with savvy social media marketing partnerships with celebrities like Jennifer Coolidge and Judge Judy, along with early moves onto popular tech platforms like TikTok, Twitch and Roblox, have made the company a darling with Gen Z. Amin speaks to hosts Diane Brady and Kristin Stoller about the importance of DEI in beauty, its focus on sustainability, as well as its strategies for dealing with the current US political environment.

Chapters:
00:00 Intro
01:00 Meet Tarang Amin, CEO of e.l.f. Beauty
03:00 Generative AI Discussion with Jason Girzadas
05:00 e.l.f. Beauty's Origin and Growth Story
07:00 Product Strategy and Pricing
09:00 Marketing to Gen Z and Millennials
12:00 Managing Younger Generations
15:00 Diversity and Inclusion Efforts
19:00 Company Pivotal Moments
21:00 Tarang's Personal Background
25:00 Sustainability and Product Innovation
27:00 Male Makeup Market
28:00 Future of e.l.f. Beauty

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