E.l.f. Beauty’s Brand President, Kory Marchisotto, has unveiled the marketing strategies key to the US beauty brand's success over the past year.
Speaking at ‘Uncensored CMO: The Calling’ event, which took place at London, UK’s, Outernet venue on 21 April, Marchisotto shared her journey with the beauty brand, along with details of its financial highlights.
“E.l.f. Beauty has its rightful position in the marketing ‘hall of fame’ and has become one of the most innovative marketing companies in the entire world,” said Marchisotto during the event.
“And not only do I get to work for an incredible company, but also, and most importantly, a great place to work and a place that delivers social impact, making the world a better place.”
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Core to e.l.f. Beauty’s market-leading position is its disruptive nature, which Marchisotto said was established in 2004 when it began selling cosmetics for a little over US$1 online.
She explained: “This was the year [social media platform] Facebook launched, and [during this time] nobody was ever purchasing colour cosmetics over the internet, even if they figured out how to do those two things.
“People said to our founders, 'you will never in a million years create a profitable business’.”
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