In retail, there’s a need for speed.At least, according to E.l.f. Beauty chief financial officer and president John Bailey.“Speed is literally the most important characteristic that will define a company in today’s new retail environment,” Bailey said. “If you don’t have product cycles that are less than six months and an ability to react to customer feedback in 24 hours, you should take a look at your business and figure out ways you can get faster.”Bailey was on the E.l.f. team that took the mass-market beauty company public last September. Since then, E.l.f.’s growth has skyrocketed. For fiscal year 2016, sales were up 20 percent. For fiscal 2017, they’re projected to be up by as much as 28 percent.E.l.f. makes makeup, skin-care and beauty tools that cost an average of $3. The company’s products are geared toward beauty enthusiasts — consumers who just cannot seem to get enough beauty — and originated on E.l.f.’s web site before moving into Target and Wal-Mart, as well as freestanding E.l.f. stores.“She literally cannot get enough product,” Bailey said of the brand’s shoppers. “I don’t know how many lipsticks you need, but God bless you.”Speed is one of the ways E.l.f. keeps the demand up as the company looks to satisfy a customer that is constantly looking for beauty innovation.“For us, we’re trying to stay in front of her and innovation is a constant,” Bailey said. “This is a brand that was able to bring ideas to the marketplace in as little as 20 weeks, leverage a direct dialogue with their consumer base immediately into an innovation process, and have that innovation process look as incredibly robust."On average, E.l.f. launches one new product a week.One of the ways E.l.f. engages with its customers is via its web site, which has more than 130,000 customer reviews, which the company seems to take seriously. Bailey cited an example of E.l.f.’s Micellar Water launch, which didn’t rake in rave reviews. In response, Elf reformulated and relaunched a modified product 12 weeks later — it also sent handwritten notes to the people who left negative reviews to let them know the product had changed.E.l.f.’s influencer strategy ranges from trips to collaborations — but centers around social media stars who are authentic supporters of the brand, Bailey said. “Some recent studies have shown that some bigger-name influencers are now getting influenced by smaller influencers,” he added, as to why the brand doesn’t focus specifically on the influencers with the most followers.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)