‘Alexa, Give Me A Soulcare Tip’: E.l.f. Beauty Continues To Innovate New Marketing Angles
Executive Summary
Recent announcements at e.l.f. Beauty include the launch of a Keys Soulcare theme on Amazon Alexa that allows users to hear inspiring words and receive beauty and wellness tips from Alicia Keys, plus the company’s introduction of real-world commerce on the Roblox gaming platform.