e.l.f. cosmetics to launch @ home makeup party campaign

New York, N.Y. July 22, 2009 - This weekend e.l.f. Cosmetics kicks off a new direct-to-consumer initiative by hosting a launch event for internet bloggers at the BlogHer convention in Chicago. The cosmetics brand hopes to jump start what they anticipate will become a popular consumer program by engaging independent bloggers attending the Chicago event on July 24th in a concept called MakeupAtHome. MakeUpAtHome is a program that – in a nod to Tupperware in the 70’s and Pampered Chef in the 90’s -- encourages real women to host beauty parties in their home or an alternative venue. The company envisions lively “girls’ nights in” where beauty tips are shared, popular trends are discussed and women engage in product trial on themselves and each others. e.l.f. plans to provide a full line of product for trial. This is a fitting concept from a company who built its highly devoted -- and demographically broad -- consumer base primarily online and with a very unique positioning: the majority of products are sold for only $1… the single item price points for the three lines are $1 (standard line), $3 (Studio line), and $5 (Mineral line).

This weekend’s event represents phase one of the e.l.f. MakeupAtHome concept, and, initially at least, relies on a contingent of 40+ influential bloggers from around the U.S. Some will be anointed the brand’s designated “intitial party hostesses” and encouraged to introduce e.l.f. – and the MakeupAtHome concept -- to their friends at social gatherings with the intention of getting new users to try products without having to commit to a purchase while also generating buzz.

“It made perfect sense to launch at the BlogHer conference,” said Ted Rubin Chief Marketing Officer. “These bloggers are extremely influential leaders in the online community and function as an effective entity for building awareness and further promoting the viral nature of the e.l.f. brand.” Rubin continues, “but the real benefit of the MakeupAtHome program is that it encourages potential e.l.f. shoppers to test-drive the products and experience their high-quality formulations and on-trend palettes despite the almost surreal price point.” This unique and immersive brand experience will get e.l.f into the hands of key consumers and render it easy for them to share and inspire their friends.

BlogHer.com, a community designed to bring all women bloggers together, hosts the annual event as a "crash course on the best practices for reaching the most influential and powerful consumers -- women online -- in the quickly evolving social media world.”

In addition to launching at the BlogHer conference, e.l.f will also work closely with SheSpeaks – the leading insights and word-of-mouth network - to handle planning and outreach for the MakeupAtHome parties, and Allure Magazine, which will have a presence at each event and providing content for distribution materials.

How does it work?

SheSpeaks and e.l.f. will target and enroll party hostesses who will be asked to invite 10-12 of their friends.
Each hostess receives a Party Pack with all the elements required to execute her MakeupAtHome event. These will include product for demonstration, guest freebies, and door prizes.
It’s time to party! The hostess will throw her event and offer guests the option to buy product at a discount and with free shipping if they order as a group. This is not a direct sales model and the hostess with not be selling, but compiling an order for all, pass along coupons and share in the excitement of the e.l.f. brand.

e.l.f. Cosmetics was created in the belief that every woman should have the opportunity to experience luxury cosmetics without sacrificing budget. Since the brand’s introduction five years ago, the e.l.f. Cosmetics website (http://www.eyeslipsface.com/) has grown to include 2 million members and is a popular destination for beauty fans looking for quality, affordable cosmetics. In a short period of time, e.l.f. has earned the reputation of delivering a competitive product to the prestige brands at a fraction of the price.