One major beneficiary of this penny-pinching has been E.L.F., a makeup brand that sells products similar to much pricier wares for a fraction of the cost.
The brand has "been really mastering disruptive marketing," said (Delphine Horvath, a cosmetics and fragrance marketing professor at Fashion Institute of Technology), noting its advertising campaigns with actress Jennifer Coolidge and product partnerships with brands such as Chipotle, Dunkin' Donuts and American Eagle "that create buzz, boost engagement and brand awareness."
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