Connecting with Community: How the e.l.f. Cosmetics’ Beauty Squad Disrupts Industry Norms and Shapes Culture

Send us Fan MailSince 2004, e.l.f. Cosmetics has made the best of beauty accessible to every eye, lip, and face. They make high-quality, prestige-inspired cosmetics and skin care products at an extraordinary value and are proud to be clean, vegan, and cruelty-free. As one of the first online beauty brands, e.l.f. continues to attract a highly engaged audience and set benchmarks with new digital platforms. The brand is also widely available at leading retailers such as Target, Walmart, and Ulta Beauty.With its focus on disrupting industry norms, the e.l.f. Cosmetics Beauty Squad rewards program delivers a seamless experience, allowing its community to enter the beauty verse and earn points on their purchases from any in-store or online location. e.l.f. loyalists can shop where, when, and how they want while still earning points. Recently, e.l.f. teamed up with American Eagle (AE) to launch a first-of-its-kind denim-inspired beauty collection. Both e.l.f. and American Eagle are GenZ favorites! This limited edition e.l.f. x American Eagle collection was all about bringing good looks and good jeans for your eyes, lips, face, and *both* sets of cheeks. For this collab, e.l.f. shared first access to its loyalty program members.Mark Johnson, CEO of Loyalty360, spoke with Courtney Wachs, Vice President of Digital Commerce and Consumer Experience at e.l.f. Beauty, about the Beauty Squad rewards program, how the brand improves its customer experience for program members, and the recent AE partnership.Read the full interview on Loyalty360 here: https://loyalty360.org/Content-Gallery/Featured-Story/Connecting-with-Community-How-the-e-l-f-Cosmetics-