Beautifully Bare, Product Launch

Home Page, secondary tile.

Dedicated category page

Mobile homepage

Teaser email

Post-launch email

Social post cascade, teasing launch.

Context

Historically, e.l.f. products hit the e-commerce site as soon as inventory was available. Beautifully Bare systematically stepped out into the marketplace in order to boost engagement and sales.

Goals

  • Launch new product collection
  • Drive new Instagram followers
  • Treat launch process as test; step out subsequent collections in same manner if successful

Tactics

  • Launch exclusively through Instagram
  • Tease product via cropped product close-ups
  • Align with email and site to get messaging across