This is Contagious

Disruption, community & zero distance: inside E.l.f.'s marketing playbook

Episode Summary

Kory Marchisotto, the president of E.l.f. Brands, joins Contagious to unpack how a scrappy startup selling premium cosmetics at affordable prices evolved into a beauty powerhouse. This episode explores the ideology, marketing and organisational culture behind E.l.f. Beauty’s explosive growth. We dig into how its biggest innovations were led by its community, how the company encourages healthy conflict and why its mantra is ‘anything is e.l.f-ing possible’.

Episode Notes

Kory Marchisotto, the president of E.l.f. Brands, joins Contagious to unpack how a scrappy startup selling premium cosmetics at affordable prices evolved into a beauty powerhouse. 

This episode explores the ideology, marketing and organisational culture behind E.l.f. Beauty’s explosive growth. We dig into how its biggest innovations were led by its community, how the company encourages healthy conflict and why its mantra is ‘anything is e.l.f-ing possible’.  

We also explain:

• Why E.l.f. started selling empty bottles to its fans
• The difference between shaping and leading culture
• Why people were clamouring to get financial advice from a beauty brand
• How girls dropping out of sports could impact their future career success
• How to create the workplace conditions necessary for innovation to thrive
• Why E.l.f. maintains ‘zero distance’ between its C-suite and its fans.
• How to jolt people into awareness around important issues