E.l.f. Finds a Place in Haircare Aisles at Target
E.l.f. Brands has rolled out its first hair care collection, with E.l.f. Hair joining E.l.f. Cosmetics and E.l.f. Skin under company's umbrella. The six-piece line was created in response to consumer demand for affordable haircare products.
Consumers’ first look at the line — which includes shampoo, conditioner, treatment oil, anti-frizz spray, styling cream and a styling wand — came June 16 during the official launch on TikTok Shop.
Starting on June 24, shoppers can also find the products on the company website as well as through Target.com, the exclusive retailer of the new line. They will be able to buy the line at all Target stores in the U.S. starting on July 5.
Among the E.l.f. user community, 77% expressed purchase intention of haircare, leading the company to take a test-and-learn approach with two limited-edition hair styling products earlier this year.
After trialing its Power Grip Styling Wand and Power Grip Hair Gel + Brush bundle, customers reported a 96% positive sentiment across all social platforms, with 65% of purchasers across connected commerce being new to E.l.f.
Mintel data further uncovered that 84% of consumers say self-expression drives them to view hair as a form of personal identity, while 73% of women and 75% of men ages 18-34 say they genuinely enjoy the process of caring for their hair.
"Our community has been asking us to bring E.l.f.fordable luxury into hair — and we listened," Kory Marchisotto, president, E.l.f. Brands, said in a media release. "E.l.f. Hair is a natural next step. Our community does more than influence what we do; they help shape it, … This is just the beginning of E.l.f. Hair, and we will continue to listen to the signals the community sends us on what they want next."
The launch is backed by the company's "What the h.e.l.f.?" campaign. (See video below.) Created with full-service agency Tombras and directed by Ulf Johansson, it stars actress Peyton List of Disney Channel and Netflix fame along with social media creator, TikTok personality and influencer Yonna Jay. The two take a journey together and encounter Bigfoot, played by Robert Strange.
The light-hearted effort, including when Bigfoot discovers the company's new anti-frizz spray, communicates the features and benefits of the product in a playful way that helps consumers relate to their own haircare issues.
The campaign is further amplified through E.l.f.'s immersive consumer experience on Roblox. Since June 16, players can grow their virtual beauty businesses with new hair products. The Glow UP! experience also introduces a dedicated hair styling section. To celebrate the expansion, E.l.f. is dropping an exclusive collection of digital hair accessories for players to customize their avatars.
Shoppers can follow the company on Instagram and TikTok for the latest drops and tutorials.
