When Community Sits Upstream: How Elf Turns Social Signals Into Products

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.

From Social Signals to Shelf

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