Speaking at the Festival of Marketing in London last week, Elf Beauty’s international marketing director explained how taking creative risks and doing ‘something different’ is critical to a brand’s success. did.
“Marketing is at the heart of everything we do. Approximately 24-26% of our total net sales are reinvested in marketing and digital. We are a brand that likes to take risks, and that’s why we Because you need that space, that level of creativity, that level of ability.
In what has undoubtedly been a challenging year for the marketing and advertising industry, it’s rare to hear Anthera Thomas Evans, international marketing director at elf Beauty, talk about the approach the brand has taken to engage with its audience. I feel radical.
And it’s certainly paying off, with Elf recently surpassing $1 billion in annual sales and steadily increasing market share over the past five years. Thomas-Evans works from the brand’s London office, which opened in January and has already grown from five to 60 staff, as elf rapidly expands the brand into international markets.
