E.l.f. on YouCam

E.l.f. is spreading its influence in both New York and within the mobile shopping space.

Last month, the fast-fashion-inspired cosmetics company, which stands for eyes, lips and face opened its first uptown Manhattan store in the new Turnstyle shopping space in the Columbus Circle subway station. And today it is announcing its collaboration with YouCam, the mobile application that allows users to virtually try on makeup products.

Vice president of marketing Mara  McCune noted that E.l.f. is the first mass market beauty brand to launch on YouCam. “Working with YouCam is a natural extension of our mission, making luxurious beauty accessible,” said McCune, who added that about 50 stockkeeping units will be available for consumers to virtually try on and purchase through YouCam. Also on offer are three full “holiday looks” composed of E.lf. products, also available for purchase through YouCam.

“Our consumer is increasingly connected and her purchases are informed through bloggers, friends and the online world,” said McCune, also noting that E.l.f.’s e-commerce platform is “growing,” though she declined to provide specifics.

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The new Manhattan location is a 600-square-foot space, about half the size of a typical E.l.f. brick-and-mortar-store within Turnstyle, a new shopping center located in the Columbus Circle subway station. “It’s about broadening our offering to more people and [offering] a unique shopping format,” president and chief financial officer John Bailey said of the space. “Whether you expect it or not, its terrific in terms of visibility and traffic.” Turnstyle is situated between two entrances of the subway station, 60th and Broadway and 57th and Eighth Avenue.

Bailey noted that because of the reduced size of the store, the product assortment encompasses about half of what E.l.f. typically stocks, and Bailey emphasized that it would highlight E.l.f.’s bestsellers, as well as its latest innovations. “We’re consistently innovating, refreshing and refining the assortment,” Bailey said.

Among this assortment is a number of highly trend-driven Korean-inspired products. The company routinely deploys chief global artistic director, Achelle Richards, on visits to South Korea to scout the latest beauty trends and turn them into product offerings for E.l.f. Highlights at the Turnstyle store include the Hydrating Bubble Mask, $14, inspired the fizzing and foaming Korean skin-care treatments. Also on offer is the Aqua Beauty Radiant Gel Lip Stain, a weightless gel texture infused with rosewater and vitamin E meant to impart a dewy “bitten” look, also inspired by Korean beauty, priced at $4 each.

Bailey noted that New York is a “key market” for E.l.f. and that the company will continue to look for locations within the area, to join the Turnstyle store, as well as locations in the Financial District, Astor Place and in the Bronx. “By no means have we reached saturation,” he noted.