Beauty News. e.l.f Cosmetic’s New Palettes

August 30, 2010 • Beauty


We all deserve inexpensive cosmetics, that work, and doesn't break the bank, and e.l.f. cosmetic is one of those companies. When they launched their products were no more than $1, and over the years they have gradually added more accessories and tools, but stll prices are no more than $5. They are constantly reviving and adding new products and collections.

So with fall approaching, and companies gearing up for the holiday season e.l.f cosmeticsis is as well. For Christmas, chief executive officer Joseph Shamah predicts that it will be another value-fueled holiday season. To that end, e.l.f. has increased collections that help consumers get a makeup look for less than $5, while also expanding the color palette.

Last Christmas, the industry saw the first small gains in color cosmetics sales in two years. But the boost came largely from budget-priced items, leaving retail buyers to prowl for more stocking stuffers and modestly priced offerings for holiday 2010.

Eyeshadow Creative director for e.l.f. , Achelle Dunaway, predicts that  glitter formulas and more dramatic looks will get shoppers to open up their wallets for beauty items. “We saw that trend last year,” she said, adding it should continue this year as consumers look for inexpensive ways to jazz up their looks.

Among the top picks from e.l.f. are: a 100-piece eye shadow palette for $10, and a $15 mini palette box with eye products, blush, bronzer, brow powder, eyeliner, lip items and brushes. There’s also a collection under the Studio banner consisting of 11 professional brushes. Nail is where e.l.f. will add pizzazz with festive colors including Metal Madness, Party Purple, Golden Goddess, Twinkle and Glitter Glam. The polishes priced at $1 are perfect stocking stuffers, said Dunaway.

These holiday looks will hit the brand’s online store and retail partners, such as Target and Kmart, for the holiday season. While many fledgling firms look to grow by adding more doors, e.l.f. has made a combination of brick-and-mortar and e-commerce click. Earlier this month, e.l.f. hit its two millionth online product order. The purchaser won an assortment of grand prizes valued at $3,500.

As e.l.f celebrated it's sixth year in business, they say “The recession opened doors for us. It’s no secret that the economic climate of the past two years has affected many companies within our industry; however we have been fortunate enough to not only weather the storm, but be unimpressed by it,” said Shamah.

Kelley Woods for Second City Style


See the Top Ten Summer 2016 Trends for Women Over 40

Tags: , , , , ,

One Response to Beauty News. e.l.f Cosmetic’s New Palettes

  1. good collection………….

Leave a Reply