e.l.f. Market Space and Stakeholders

   

e.l.f. is need need of some design changes to help with their sales and reviews. Many of the complaints are not about the actual look of the packaging, but the materials used. Many reviewers have stated that the makeup they purchased online would arrive to them in pieces. Others have said that the makeup just falls out of the containers right after they open them. While redesigning the actual look and feel of these products, I wish to also improve the quality while staying within budget. The products have to maintain their $1-6 price range while improving the packaging and containers.

Competitors:

• Maybelline- uses bright colors and fun fonts
• L'Oreal-mature, clean design with toned down colors
• Covergirl- designs vary
• Revlon- sleek and feminine designs

Stakeholders:

• consumers- want to have affordable but good quality makeup but aren't fully aware that e.l.f. exists or don't acknowledge it for its cheap design
• manufacturers- packaging must work with the product and be made of a material that is easily created.
• distributors- have to get the product safely to the stores
• stores- need a way to attract customers to the e.l.f. section (end caps, display, etc.)
• company- wants to say in budget so they don't lose current customers because of a price increase

  Currently, e.l.f. uses cheap plastic for their containers. This is fine considering the budget, but the actual design of the packaging could keep the product affordable and safe in transport. Thick cardboard/paper packaging is a safe and affordable alternative to using plastic and absorbs shock better. This helps to save the makeup inside if dropped. Makeup pallets that are built into their own packaging help reduce waste. If the exterior packaging is completely stripped from e.l.f.'s current design and the products are their own containers, there would be less waste. If the packaging is mostly made of thick board it will be sturdier and more aesthetically pleasing.