e.l.f. Debuts Influencer-Designed “Modern Metals” Collection
September 26 2018 - 9:00AM
Business Wire
Brings Micro Influencers’ Beautyscape
Collection to Market for the First Time
e.l.f. Beauty (NYSE:ELF) today announced the launch of “Modern
Metals,” a new collection designed in collaboration with five micro
influencers from the Company’s Beautyscape event held in New
Orleans earlier this year.
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the full release here:
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The winning team of influencers in
e.l.f.'s headquarters, finalizing the Modern Metals products.
(Photo: Business Wire)
e.l.f. hosted 20 up-and-coming influencers in New Orleans, where
they were given a chance to land the ultimate career-making
opportunity, a product collaboration with e.l.f. Beauty. Four
influencer groups were created to participate in the competition,
culminating in an exciting presentation of ideas to a panel of
industry leaders. The winning team, comprised of Leslie Alvarado,
Yuri Antillon, Kathlyn Celeste, Irash Javed, and Mia Randria, was
selected for their “Modern Metals” product line proposal.
“Inspired by the metal textures and edgy street styles of New
Orleans, the Modern Metals collection brings to life the winning
team’s take on the Big Easy,” said Tarang Amin, Chairman and Chief
Executive Officer of e.l.f. Beauty. “The collection taps into the
knowledge of talented influencers who have a pulse on consumer
demand, and we’re thrilled to bring this Beautyscape collection to
market, as we continue to make investments behind our brand and
community.”
Throughout the year, e.l.f. hosts various Beautyscape
activations, where beauty enthusiasts in e.l.f.’s community and
influencers of all sizes come together to support each other,
learn, inspire, and celebrate their love of beauty. The initiatives
allow e.l.f. to drive affinity, differentiate its relationships and
nurture the next generation of digital beauty influencers, by
providing access to industry experts, new product innovations,
coveted networking experiences and opportunities to learn valued
business skills.
“Our community is at the epicenter of everything we do and our
Beautyscape events really bring our mission full circle,” said
Gayitri Budhraja, Vice President, Brand. “By
co-developing a product collection, we were able to further support
this important community in an authentic way, while offering new
products our consumers have asked for and love.”
The Modern Metals formulas and packaging design reflect the
colors found throughout New Orleans. Inclusive of an eyeshadow
palette, blush + highlighter palette, liquid matte lipstick and lip
gloss, the collection features curated shades that range from
luminous to matte and bold to neutral, developed to compliment a
variety of skin tones. Formulated with e.l.f.’s values of
affordable luxury products that are 100% cruelty-free and vegan,
the collection for eyes, lips and face ranges from $6-$12.
The Modern Metals collection is now available at e.l.f.
Cosmetics stores and on elfcosmetics.com. The collection will
launch on Ulta.com on September 28 and in Ulta stores next
month.
About e.l.f. Beauty
e.l.f. makes luxurious beauty accessible for all. Established in
2004 as an e-commerce business (www.elfcosmetics.com), e.l.f. has
become a true multi-channel brand through its e.l.f. stores and
national distribution at Target, Walmart, Ulta Beauty and other
leading retailers. As one of the most innovative beauty companies
in the United States, e.l.f. engages young, diverse beauty
enthusiasts by offering high-quality, prestige-inspired cosmetic
and skin care products at extraordinary value.
For more information about e.l.f. Beauty, visit the Company’s
website at http://www.elfcosmetics.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20180926005280/en/
ICR, Inc.Investors:Allison Malkin,
203-682-8200orMedia:Alecia Pulman, 203-682-8200elfPR@icrinc.com
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