E.L.F. Cosmetics

The beauty brand’s chief marketing officer Kory Marchisotto spoke to The Business of Beauty about the ad and its aftermath. “There is a big gap between our intention and how this missed the mark for some people,” she said.

Now in its third year, The Business of Beauty Global Forum kicked off its second day with conversations around community, culture and brand-building, featuring E.l.f. CEO Tarang Amin, influencer Mikayla Nogueira and Pattern Beauty founder Tracee Ellis Ross.

In an interview with The Business of Beauty, E.l.f. chairman and chief executive Tarang Amin said the two brands recognised the “power” of joining forces.

As women’s sports continue to gain mainstream traction, beauty brands are shifting from short-term campaigns to sustained partnerships that deepen brand equity, unlock new audiences, and drive long-term growth.

The four biggest beauty conglomerates all recently reported disappointing sales, and consumers are tiring even of once white-hot brands like Cerave and Drunk Elephant. A rebound will require agility and adjusted expectations.

In its fiscal fourth-quarter earnings, the beauty company reported that sales increased 77 percent to over $1.02 billion for the 12 months ending on Mar. 31, 2024.

Earnings season kicks into high gear, with companies riding high and plumbing new lows reporting.

A genius marketing campaign from E.l.f. Beauty this week emphasised how diversity, equity and inclusion efforts can be done at the highest levels — and what the barriers are to making substantial progress.

Beauty labels hope to court the concert set for both brand awareness and trendsetting opportunities.

E.l.f., Nyx Professional Makeup, Dove and Cerave are among the labels getting into the Big Game this year, testing the waters for advertising’s biggest stage.