From Mass to Class: A Beauty Brand that Breaks the Mold
By Sandra Creamer
Sandra Creamer looks at how elf cosmetics has reinvented its image for its flagship store.
Consumer products companies occasionally take brands from the shelf to a freestanding retail store to elevate their offerings in the eyes of consumers and establish a stronger connection.
The Chobani store in Soho, Spanx mall outposts and the McCormick World of Flavors store in Baltimore’s Inner Harbor are three terrific examples that have helped each brand boost its caché.
In the beauty category, we’ve seen prestige brands go from shelf to store, but for mass brands this is less common.There is one value brand in particular that is breaking this prestige shelf-to-store mold in a very big way: e.l.f. Makeup & Cosmetics.
e.l.f. cosmetics Opens Its Flagship Drugstore makeup brand e.l.f. (which stands for eyes, lips, face) opened a flagship called e.l.f. Studio this past spring in New York City.
e.l.f. was once a small, independently owned brand, started by an NYU student and a veteran of the cosmetics brand Hard Candy, that first offered products online before getting mass distribution. The story goes that a major beauty magazine wanted to ensure, prior to providing national PR for the brand, that […]