e.l.f.’s Strategy for Staying on Top
Indigo 9 Digital
MARCH 8, 2023
s low priced cosmetics are a natural fit for its target market of Gen Z consumers who don’t have a lot of disposable income. used a few TikTokers to promote the challenge and then celebrities like Lizzo, Reese Witherspoon and Ellen joined in. The only brands in the mass makeup segment that are larger than e.l.f. CEO Tarang Amin.
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