It’s obviously a lot of free publicity for them and should help sales.
Saul
The long-term hope for any purveyor of retail-consumer products is to capture young consumers as loyal customers, hoping they will be lifelong customers.
So along those lines, here is some interesting e.l.f. info:
Piper Sandler report:
"Taking Stock With Teens : 22+ Years Of Researching U.S. Teens: GenZ Insights: FALL 2023 "
( A survey of 9,193 teens…numbers below are relevant to teens, not to general population)
Interesting E.L.F. and/or other beauty/cosmetics/etc. info
- “e.l.f. remains the No. 1 cosmetics brand, increasing 13 points Y/Y to 29% for female teens”
- " Specialty Retail for beauty purchases reached the highest level yet at 79%, and mass/dept/drug reached a new low of 11% "
- "Sephora surpassed Ulta for the No. 1 preferred beauty shopping destination (Ulta at No. 2) and held the strongest loyalty membership at 67% (Ulta at 60%) "
- " (E.L.F.) also ranked No. 1 amongst upper-income teens for the third time in a row (+9 points Y/Y), and it maintained its No. 1 position amongst average-income teens for the sixth survey in a row (+14 points Y/Y).
- " On the skincare side, e.l.f. continued to rank in the top 10, and it also made it into the top 10 beauty shopping destinations for the third time in a row. "
- " Female spending on cosmetics was $127—up an impressive 33% Y/Y, including +29% Y/Y amongst upper-income females."
Also interesting is this *trend* related to how e.l.f. polls in the category "Cosmetics brands":
| half-year | e.l.f. rank | percent mindshare |
|---|---|---|
| Spring 2022 | e.l.f #1 | at 13% |
| Fall 2022 | e.l.f. #1 | at 16% |
| Spring 2023 | e.l.f. #1 | at 22% |
| Fall 2023 | e.l.f. #1 | at 29% |
And this trend related to their polling in the category "Skincare brands":
| half-year | e.l.f. rank | percent mindshare |
|---|---|---|
| Spring 2022 | e.l.f. not in the top 10 | at 0%-ish |
| Fall 2022 | e.l.f. not in the top 10 | at 0%-ish |
| Spring 2023 | e.l.f #9 | at 1% |
| Fall 2023 | e.l.f. #10 | at 1% |
e.l.f’s numbers for “shopping destinations” are similar to their “skincare brands” numbers e.g. for “shopping destinations” they recently broke the top-10, but just barely.
BONUS: some interesting Celsius info!
Celsius and other energy drinks
- " Monster (28%), Red Bull (23%) and Celsius (16%) are teens’ favorite energy drink brands; Celsius at 16% is well above its ~10% market share "
- " CELH (+) TEENS FAVOR CELSIUS MORE THAN OVERALL POPULATION DOES
Celsius over-indexed with teens in our Fall 2023 survey. Of those who do consume energy drinks, 16% listed Celsius as their favorite energy drink brand vs. a ~10% market share in US measured retail scanner data (12 weeks ended 9/10/23). " - " Of the teens who favor Celsius, 23% plan to drink more over the next six months, slightly ahead of the amount of respondents who said the same for Monster (20%) or Red Bull (19%) "