One of the most affected sectors of the economy has been the cosmetics industry… and to a wider extent the beauty industry. With close contact key to customer experience and making sales, it’s also sure to be one of the last to reopen, too, along with gyms and fitness centers.
So how to shift beauty from the physical world to the digital? One massive strategy is to use Salesforce B2C Commerce Cloud to provide tailor-made, beautified experiences to each customer.
One company which underwent this transformative, SFCC digital makeover, is e.l.f. Cosmetics (which is an acronym for eyes, lips, and face).
Swimming against the trend, e.l.f. turned in 13% year-on-year growth towards the end of May — and provoked a 100% increase in eyebrow raising among analysts.
By drilling down on online sales and social media sales, they have managed to gobble up more market share. Yet just under two years ago e.l.f. had already found itself in a digitally-dominant space, with very few sales channeled from physical stores, it hasn’t seen deep holes in in-store revenue.
They went fully digital, and set up their own ecommerce operations, as well as selling B2B via retailers like Walmart and Target. And underpinning their digital makeover was Salesforce B2C Commerce Cloud.
“Our digital transformation started with Salesforce and all the hard work and investments have paid off,” said Tarang Amin, the CEO of e.l.f. “Our overall digital business has grown tremendously across the full ecosystem. As we’ve looked at our future investments, it’s about doubling down on digital even further. A great example was our mobile app, which was launched with Salesforce.”
Thanks to their SFCC integration, they witnessed the tripling of app sales with barely any additional focus on marketing. “Our downloads tripled,” added Tarang. “Our AR feature got millions of views because consumers could not walk into the store anymore, so they tried on makeup on the app itself.”
With the temporary mass closure of retailers where e.l.f. products can be found, the Salesforce B2C Commerce Cloud platform was able to provide the functionality to quickly adapt strategy to a pure digital focus. A strategy that has made the difference between the survival of a beauty firm and the thriving of a beauty firm.