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E.l.f. Cosmetics Launches Subscription Vehicle

The company first came up with the concept after seeing the demand in the marketplace for the sample boxes, but noticing most were small sizes.

E.l.f.'s Beauty Bundle.

NEW YORK — E.l.f. now comes in a box. Joining Birchbox, Glossybox and a host of other sampling companies bursting onto the market, E.l.f. Cosmetics has devised its own subscription vehicle.

The company first came up with the concept after seeing the demand in the marketplace for the sample boxes, but noticing most were small sizes. E.l.f. devised what it calls a Beauty Bundle with full-size items.

Joey Shamah, chief executive officer and a founder of E.l.f., which first entered the cosmetics arena via e-commerce, said the Beauty Bundle continues to “offer online customers a differentiated approach to the brand.” Additionally, E.l.f. products are sold in the firm’s own Manhattan E.l.f. Studio store as well as at Target, Wal-Mart, Kmart, Walgreens, Meijer and Supervalu.

Sent out every eight weeks, E.l.f.’s Beauty Bundle includes items curated by the company’s makeup artist, Achelle Dunaway. Dunaway said she selects from bestsellers, highly anticipated new items, seasonal colors and products and a mix of different product types. Each bundle has a theme and products work with all skin tones. There are three payment options ranging from $19.99 for paying when each bundle is shipped to a one-year gift paid up front with six bundles priced at $119.94.

E.l.f. executives peg the value of the box at $40 worth of merchandise. The current assortment has a fall theme and includes Essential Shine Erasers, Must Haves Beauty Book, Must Haves Brush Set, Must Haves Nail Polish Set, a Mineral Blush, a corrective concealer, a jumbo lip gloss, a moisture stick and Studio Defining Mascara.