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.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion