• E.l.f. Weathers Sales Deceleration, Launches Project Unicorn

    10 days ago - By WWD

    E.l.f. Cosmetics reported a 6 percent gain in sales for the second quarter, but has experienced a sales deceleration in recent weeks, according to chief executive officer Tarang Amin.
    While it expects the deceleration to continue into the second half of the year, E.l.f. has launched several initiatives aimed at sparking growth. One, called Project Unicorn, includes changing some of the company's product packaging in order to get more new products on store shelves.
    “By taking some things out of their boxes, we really allow our premium componentry and color to come through,” Amin said...
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