Advertising Age Article Abstract
E.L.F. Aims to Become Mass Beauty Brand -- Without Mass-Media Buys
Upstart Cosmetics Co. Driving Awareness With Social Media, Sampling
BATAVIA, Ohio (AdAge.com) -- Emerging value brand Eyes Lips Face (E.L.F.) has made social media the centerpiece of its marketing, which still includes no traditional media budget even after it expanded nationally into Target stores in October. ...