E.L.F POWER GRIP PRIMER

Integrated Marketing Communication Plan

Executive Summary

Power Grip Primer maintains strong market position; high awareness + viral social engagement.

New Communications Objectives
Awareness +25%, purchase intent +20%, loyalty +25%.
Maintain 70% reach, 3–4 exposures/month.
Promotion Mix
Social-first digital, influencers, PR, retail media, and selective OOH.
Push + pull; always-on with Q2/Q4 peaks.
Corporate Impact
Influencer transparency, updated landing pages, unified brand voice.

Current Marketing Situation: Marketing Strategies

#PowerGripPrimer

“Affordable, high-performance primer that rivals luxury brands”

TikTok, Instagram, and YouTube.
User-generated content builds authenticity and reach.
Retail visibility in Target, Ulta, and Walmart.
Paid social ads emphasize affordability and clean ingredients.

Long-lasting grip, hydration, and makeup longevity. Promotes hybrid beauty (skincare + makeup).

Competitive Position

E.L.F

Power Grip Primer $11

Milk Makeup

Hydro Grip Hydrating Primer $38

NYK Makeup

The Face Glue Primer $8

Maybelline

Grippy-Serum $12

Luxury results. Everyday price

Value Proposition

“Luxury-quality, cruelty-free beauty at accessible prices”

#PowerGripPrimer

@itsbabykelz

Backed by social proof through viral TikTok trends and influencer reviews.

Rewards program

Earn points to get free gifts, free shipping, early access, and more

Primary Target Market Characteristics

Gen Z: (16-25)
Millennials (26-35)
Beauty content creators

Income: middle to upper-middle income, budget-conscious, content creators/partnerships relying on promo boxes

Gender: Primarily women, but inclusive to all makeup users

Buyer’s Decision Process

1. Problem Recognition

Customers want a primer that helps makeup last longer and hydrates the skin.
Existing primers are too expensive or ineffective

2. Information Search

TikTok, Instagram, and YouTube Tutorials
Watch viral comparisons to other brands, including luxury brands like Milk Hydro Grip

3. Evaluation of Alternatives

Milk Hydro Grip Primer,
NYX Face Glue Gripping Primer
Maybelline Grippy Serum Makeup Primer

4. Purchase Decision

Online or in-store at Target, Walmart, Ulta, or www.elfcosmetics.com.
Influencer credibility and price drive final choice.

5. Post-Purchase Behavior

Testimonials are shared through social media. Through reviews or tutorials.
Positive experience leads to brand loyalty and repeat purchases.

Brand Identity and Positioning

Packaging & Positioning

Power Grip Primer (original)
Power Grip + 4% Niacinamide Primer
Power Grip Matte Primer
Power Grip Setting Spray (Mist)
Power Grip Mini

Product Line

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A national brand with strong brand equity built on...

High-end performance
Affordable luxury
Cruelty-free

Clean ingredients strengthen brand trust

Lifecycle Stage

Growth Stage

Net Sales

2021: $392.16 million

Current: $1,313.52 million

Social Media Traction:

Brand awareness up 75% in 2023.
3rd leading Instagram followers: 7.2 million

Features & Benefits

Gel-based texture + Hyaluronic Acid
Vegan & cruelty-free
Trendy packaging
$11

Adopter Category

Early Adopters to Early Mainstream

Millions of videos on TikTok are associated with #PowerGripPrimer

Influencer-driven beauty fans adopt first; wider Gen Z audience follows.

High social proof and peer validation fuel sustained growth

Mikayla Nogueira

@mikaylanogueira

joey-king-lucien-laviscount-elf-cosmetics-2-112224-c4166f1b21964d7e967e9dd4a7e067cc.jpg

Celebrity Endorsements

Communications Objectives

Buyer Readiness State

Current: Knowledge → Liking → Preference

Goal: Conviction → Repeat Purchase through education, loyalty incentives, and authentic engagement.

Year-One Communications Objectives

Increase product knowledge by 20% among Gen Z and Millennials by end of year.
Strengthen brand preference over competitors by 15% through influencer and digital campaigns.
Increase repeat purchase intent by 25% through community engagement and loyalty initiatives.

Measurement Metrics

Social engagement analytics
Brand awareness and ad recall surveys
Loyalty and e-commerce repurchase data

Issues Impacting Objective Attainment

Budget: $10M annual IMC budget; delays in approvals may slow rollout.
Creative Testing: $1.2M for content creation/pre-testing; results needed pre-launch.
Media Dependence: Heavy TikTok/Instagram use—diversify to reduce risk.
Competition: Milk, NYX, and Maybelline launches require sustained investment.
Measurement: $500K for KPI tracking to evaluate awareness, engagement, and ROI

Overall Message Design

“The Power of Great Skin.”

Key Promises:

Flawless, long-lasting makeup starts with hydrated, healthy skin.

Reasons:

Hydrating formula with hyaluronic acid.
Vegan, cruelty-free, all-skin-friendly.
Backed by influencers & real results.

CTA:
Find your power at elfcosmetics.com, Target, or Ulta.
#PowerOfGreatSkin

Mandatories:
E.L.F. logo, tagline, approved colors/fonts, disclosure tags (#ad, #elfpartner).

Message Content

Core Message

Power Grip Primer delivers a hydrating, long-wear primer that delivers luxury results at an affordable price.

Key Product Information

Gel texture with hyaluronic acid.
Vegan, cruelty-free.
Works for all skin types.

Differentiation

Prestige performance for a drugstore price.
Strong social proof + clean, ethical brand.

Emotional: Confidence, self-expression.

Rationale: Long wear, hydration, value.

Ethical: Clean, cruelty-free.

Buyer Stage

Knowledge → Liking → Preference

Disclaimers

FDA labeling, ingredients, and #ad/#elfpartner disclosures

Message Strategy

Use a transformational message: connect product benefits (hydration + wear) to emotional rewards (confidence + self-expression).
Real, diverse users to enhance authenticity and trust.

Maintain consistent tone: empowering, fresh, inclusive.

Comparative Approach

Highlight “luxury results without the luxury price tag.”

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Format / Executional Framework

Ad Formats
Display + search ads (Google, Instagram, YouTube).
In-store digital screens + endcap displays (Ulta, Target).
Short influencer videos demonstrating application and results

Executional Framework
Storytelling + Demonstration: Show real users applying primer and revealing “power of great skin.”
Testimonial: Influencers and Beauty Squad members share authentic results.
Slice-of-life: Everyday routines highlighting confidence and self-expression.

Digital video ads (15–30 sec Reels/TikToks)

Message Source

Emphasize relatability, diversity, and real results.
Characteristics: trustworthy, credible, inclusive, and confident.
Select creators with genuine skincare/makeup expertise—no competitors’ ambassadors.
Voice Talent: Warm, upbeat, and conversational for YouTube and digital video ads

Screenshot 2025-11-14 at 12.27_edited.png

Authentic influencers and Beauty Squad members, not traditional celebrities

Budget and AD Development

Budget Methodology

Objective-and-Task method

Estimated Budget

~$10 million total IMC spend:
Digital + social ads: $4M
Influencer partnerships: $2M
Creative production/testing: $1.2M
Retail displays + PR: $1.8M
Measurement & analytics: $1M

Ad Development

Internal E.L.F. creative team for brand voice.
Agency support for influencers + paid media.

Creative Brief

“The Power of Great Skin.”

Background
Affordable, cruelty-free brand; primer blends skincare + makeup for long wear.

Objective
Boost awareness + preference; increase repeat purchases & Beauty Squad sign-ups.

Target Audience
Gen Z/Millennials (18–35); social-media driven, value clean & high-performance beauty.

Key Promise
Luxury-level performance at an accessible price.

Reasons to Believe
Hyaluronic acid hydration, vegan/cruelty-free, viral social proof.

Tone
Empowering, inclusive, authentic.

CTA
“Find your power at elfcosmetics.com, Target, or Ulta.”
#PowerOfGreatSkin

Mandatories
E.L.F. logo, tagline, product benefits, required disclosures.

Promotion Mix Tools Advertising

Reach 70% of the target audience 3–4 times per month.
Increase brand awareness by 25% in 12 months.
Boost purchase intent by 20% within the campaign year.
Timing: Always-on digital; spikes during Q2 & holiday season.

Media Channels Overview

Blend: Digital, social, influencer, retail media, OOH [14](Out-of-home advertising).
Competitors: Milk, NYX, and Maybelline heavily use social + influencers.
Our Mix: Social-first (TikTok/IG), YouTube, search/display, Ulta/Target in-store media.
Why: High engagement, strong demo fit, cost-efficient reach.

Promotion Mix Strategy

Tools: Paid ads, influencers, social content, email, PR.
Approach: Mix of non-personal + limited personal selling (beauty advisors).
Strategy: Pull-focused with selective push at retail.
Timing: Always-on; boosts during Q2 + Q4.

Media Strategy & Plan

TikTok, IG Reels, YouTube Pre-Roll, Google Search/Display, Ulta & Target Retail Media
Reach: 70% of audience
Frequency: 3–4 exposures/month
Timing: Always-on + peaks in Q2 & Q4