How e.l.f. Cosmetics Makes Every Customer Journey Beautiful
e.l.f. Cosmetics was founded in 2004 with a simple mission of making prestige-quality beauty products for every eye, lip and face– at an affordable price. It is one of the fastest-growing beauty companies in the United States with products that are 100% vegan and cruelty-free.
In 2019, the company made a bold decision: Close down all brick-and-mortar stores and invest exclusively in the digital customer experience.
Against the backdrop of the pandemic, that decision seems prescient, but it was all part of e.l.f.’s plan. Digital experience is the reason why customers not only choose e.l.f., but also advocate for the brand.
e.l.f.‘s transformation accelerated in 2016 when Ekta Chopra joined as the Chief Digital Officer. Ekta was attracted to the digital native company and saw tremendous opportunity to deepen customer relationships online.
2. Optimize marketing messages with AI.
- Predict the likelihood of each customer engaging with a message
- Build more accurate customer segments