e.l.f. Beauty

We took over the existing Amazon business for e.l.f. Cosmetics and helped clean up the account.  The digital content was optimized to improve organic search and conversions, while AMS was overhauled to improve paid marketing performance.  As a result, sales have improved by 453% versus a year ago!


e.l.f. Beauty Inc is a $300MM cosmetic company based in California. The brand is positioned to be “for every eye, lip and face,” and sells a range of products including eyeliner, mascara, lipstick, foundation, as well as its top-selling facial primer.

e.l.f. Beauty engaged HINGE GLOBAL in May 2019 to re-establish sales momentum on the Amazon channel in the US, Canada, and the UK.

HINGE GLOBAL created 261 new listings and optimized 84 existing listings. HINGE GLOBAL leveraged our automated listing audit process to scrub the entire catalog of more than 1500 SKUs, optimizing the listings, and fixing a number of issues on the account.  All this resulted in a 453% year-over-year increase in sales versus a year ago!

HINGE GLOBAL also created 15 A+ enhanced brand content pages, and uploaded these to nearly 400 listings.  HINGE created an Amazon storefront for e.l.f., to help improve performance for Sponsored Brand advertising.  After the new content was in place, the brand’s click rates improved by 356% in December versus a year ago.   

Finally HINGE GLOBAL implemented a new comprehensive AMS strategy for e.l.f., focusing on paid advertising at the subcategory level and focusing on specific use cases and target groups. HINGE changed the mix of Sponsored Product and Sponsored Brand advertising. Our AMS best practice is to use a blend of both manual and automated bidding to get the best of both approaches. All of these steps resulted in a 65% increase in Return on Ad Spend for the brand.

Click here to view a related interview from the CEO of e.l.f Beauty, Tarang P. Amin, on Yahoo! Finance.

“We are grateful to the entire HINGE GLOBAL team for their support in getting our Amazon channel back on solid footing. Our Amazon business is now in great shape, as a result of the new creative content, AMS strategy, listing optimization, and all of the day-to-day account clean-up that the HINGE GLOBAL team implemented.  I’m excited about the business performance!”

Ekta Chopra, e.l.f. Beauty CTO/Digital Transformation Executive

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