Elf Cosmetics is rebuilding its innovation pipeline around social media. The beauty brand treats fans as co-creators and has made the traditional lengthy path from feedback to product disappear, turning that speed into its real competitive edge.
Elf Cosmetics “deconstructed” its innovation pipeline, shortening development cycles and creating new products, all to respond to its customer demands online.
The beauty brand has a strong presence on social media with a loyal customer base that is vocal in what it wants from the company. Hannah Roberts, vice president of marketing at Elf Cosmetics, shared how it has shifted its way of working to put social media feedback “upstream” of R&D rather than sitting purely with the marketing function.
After two decades of growth, Pinterest is stepping into the cultural spotlight – doubling down on experiential activations, product differentiation, and moments where the platform has a legitimate role to play, on and offline.
Hannah Bowler
Listen on Spotify Listen on Apple Music Watch on YouTube Welcome back, it's week three of the Brandmakers podcast, and Hannah is joined this week by Louise Foley, who is director of marketing, Europe at Pinterest. Louise and Hannah got stuck into the subject of trends and signals, and what marketers need to do to stay on the right side of cultural relevance. She also detailed her own marketing strategy and her push into fun and meaningful experiential events. Disclaimer: we recorded thi
Hannah Bowler
Sport has stopped being just a sponsorship channel and has slowly but surely become the operating system for culture. Leagues, brands and athletes can all win if they treat every fan touchpoint as part of an always‑on, integrated experience, rather than a row of logos on shirts or around a pitch.
Alex Zeevalkink
A cozy island game where nothing much happens has quietly become a masterclass in building worlds people actually want to spend their time in. Here’s what brands can learn from games like Animal Crossing about designing calmer, more communal experiences offline.
Dean Rodgers
