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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

By: Jack Neff
Published: November 02, 2009

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. ...

Full Article Word count: 401

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