Press Release

Tinuiti Renewed e.l.f. Cosmetics’ Presence with Millennial and Gen-Z Audiences Through a Full-Funnel Digital Campaign

By implementing cross-channel targeting, brand impressions increased 63% year-over-year and eCommerce revenue saw double-digit growth

NEW YORK, NY, July 7, 2020 Tinuiti, the largest independent performance marketing agency across the triopoly of Google, Facebook and Amazon, has released a case study showcasing e.l.f. Cosmetics’ success in expanding from primarily focusing on lower-funnel strategy to a full-funnel approach. One of the most impactful collaborations was e.l.f. Cosmetics’ launch of their award-winning ‘ Amazing’ brand campaign, which led them to become the first beauty brand to advertise on TikTok and run a hashtag challenge—e.l.f. Cosmetics’ viral #EyesLipsFace challenge.

Through cross-channel targeting, the ‘ Amazing’ campaign generated 31 million video views and 548,000 new users to in just 90 days. Strategically placed and optimized creative yielded a 60% ad recall and 10% lift in brand awareness (based on the results of a commissioned YouTube lift study).

“Tinuiti’s data-driven approach has been integral in the overall success of our digital marketing strategy,” says Kory Marchisotto, chief marketing officer, e.l.f. Beauty. “This ‘ amazing’ team created a custom-built, data-reporting suite that provides our team with immediate access to the must-have performance trends and KPIs; this enables us to quickly optimize our strategy and effectively go to market. Tinuiti is an extension of the e.l.f. team and through all our efforts, we force multiply and defy all odds with the ultimate goal to make the Best of Beauty Accessible for Every Eye, Lip and Face.”

To continue growing e.l.f. Cosmetics’ presence, Tinuiti launched nine new Display activations, including TapJoy and Undertone, that garnered more than 206 million impressions from July 2019 to September 2019. Other notable contributions include the restructuring of Search, Shopping and SEO channels which led to a 38% increase in orders on, a 28% rise in overall clicks on branded search and a 10% growth in organic keywords.

“One of the many winning qualities of e.l.f. Cosmetics is their willingness to approach innovative ideas with a truly open mindset and interact in new ways with their consumers,” says Craig Atkinson, chief client officer, Tinuiti. “Their ability to continuously adapt, stay bold and explore emerging platforms allows them to successfully encapsulate their ‘own your beauty’ stance.”

More details about e.l.f. Cosmetics’ success can be found here. 


About e.l.f. Beauty

e.l.f. Beauty stands with every eye, lip, face and paw. This deep commitment to inclusive, accessible, cruelty-free beauty has fueled the success of our namesake e.l.f. Cosmetics brand since 2004. With the acquisition of clean-beauty brand W3LL People in February 2020, we continue to expand our portfolio with strategic extensions that support our purpose and values. Our family of brands is available online, and across leading beauty, mass-market, and natural specialty retailers.

Learn more by visiting


About Tinuiti

Tinuiti is the largest independent performance marketing agency across the Triopoly of Google, Facebook, Amazon and beyond. Tinuiti unites channel expertise with cross-channel strategy to help clients identify, engage, and acquire customers, then retain and reactivate them as they continue their digital journey. With expertise in search, social, Amazon & marketplaces, mobile apps, CRM & email marketing and more, every solution is built on best-in-class analytics, brought to life with brilliant creative, and delivered by exceptional strategists. Clients include Bombas, Truist (formerly known as BB&T), Eddie Bauer, Ethan Allen, Etsy, Rite Aid, Seventh Generation, The Honest Company, Tommy Bahama, Terminix, Vitamin Shoppe. For more information visit

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