E.l.f.'s chief brand officer Laurie Lam said the brand's winning strategy requires the right mix of data and intuition at the WWD Beauty Digital Forum.
“We knew we had a community of 3 million people talking about TikTok, we knew we had a second camp who was over it, and a third who didn’t even know that E.l.f. stood for ‘eyes, lips, face,” Lam said. “If you draw the constellation between those data points, your gut kicks in. It’s that beautiful balance, and gut is what takes you there.”
Even before TikTok reached its current status, Valentine described the platform as a “breath of fresh air,” adding it jibed with her content strategy. “I want to be a risk-taker and be somebody involved in something new and refreshing. If I’m tired of something, my audience and community must be, too,” she said. “It was the right brand, I didn’t have to change who I was, and I just shared the products that I loved. It was all organic, even though it was fabulous.
For Horowitz, it’s not easy to get lightning to strike twice. “E.l.f. has been a TikTok billionaire many times… but there are a lot of brands that have wasted a lot of money with TikTok challenges that are hard to do. It’s an art and a science and it’s not well understood. There’s been this big shift in marketing to entertaining advertising, but the next frontier is what I call participatory entertainment.
E.l.f. also tailors its content strategy to each platform, and seldom cross-pollinates across platforms. “One of the reasons that E.l.f. wins is that the way E.l.f. shows up on TikTok is totally different from how they show up on Instagram – and Instagram Feed is very different from Instagram Reels. You need to make sure you’re customizing your creative approach to fit so that you feel like a friend engaging with friends, versus a brand advertising to you,” Horowitz said.
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