September 6, 2017

30 Days of Not So Great Releases from E.L.F.

As you already know the E.L.F. 30 Days of New Event has started a few days ago. This is one of those rather irritating makeup marketing events that apparently is supposed to create some sort of hyped up frenzy over the latest releases.

For me, it’s just a pain in the arse. E.L.F. has some ok coupons including Free Shipping ones but you have to reach a certain threshold for the Free Shipping to kick in. Let’s just say the coupons aren’t as great as they once were and most have a lot of hoops to jump through to get the deal which in turns ends up making you spend more versus save.

When Too Faced launched their Peaches and Cream Collection they used a similar marketing technique which launches one new product a day before the the official collection released three days later. The good news would be the fact that I’m a Sephora Rouge Member and got Free Shipping on each item. I still found the situation irritating though. Why only one product? just launch the whole damn collection and stop playing with my mind.

E.L.F.’s Fall 2017 launches prove even more maddening with 30 new products launched over the course of the next 30 days. The only relief I have about this launch is the fact that the products have been utterly dismal and not must haves at all. For me, the marketing strategy they are using is more fail than success especially with launches like a Cream to Powder Blush Brush and an On Point Concealing and Blending Sponge. These are ALL items I can wait for. Why go through all the trouble of releasing 30 different beauty products on 30 different days if the products you release aren’t all that exciting at all?

These are the types of questions that keep me up at night.

I’ll give E.L.F. the benefit of the doubt. Perhaps the launches will improve over the course, of the next few weeks but I have my doubts.

What do you think of their latest launches?


About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

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  • Carol G

    Dumb marketing strategy for sure. Just an overall waste of everything: time, money, shipping costs, the gas for shipping, the packaging, etc. Shame on them for this anti-environmental marketing BS! Like you said, who cares! I’m not buying into their games. Same with TF, did not order one thing from that new collection because that was dumb too. Not jumping through hoops ever again for makeup. More important things to worry about!

  • kjh

    Agree with total pain. Cannot bring myself to order one item from S; it seems so wasteful, other than for bloggers. So then I wait, and s.t. miss out. That happened with kvd pastel goth, and it looks as if my fantasy of a reissue won’t come true. ELF only comes on my radar when you rate it stellarly, or there are remainders at my night job for a buck. There certainly are things worth acquiring from them, though.

  • Susan

    I’m tired of these games too, although I have permanently parted ways with e.l.f. for a different reason (their stuff just does not work for me). Look, makeup companies, if you want to sell your products, sell them. Don’t make consumers jump through hoops or they will go elsewhere.

  • Anne

    ELF sometimes quickly dupes the latest beauty crazes. And sometimes they introduce things that are totally new to me, like the eye wand. But in this case? A blush brush? Highlighter? Powdered blush that comes in pink and peach? oOoOoOoOh ExCiTiNg!!
    What’s next, berry lipgloss?

    • Isabella Muse

      agreed! Sometimes they create awesome stuff but sometimes, like in this case, it’s just a fail!

  • Nikole

    *smiles and giggles* Muse, well said. I actually do like a lot of elf’s products, but what they’ve released so far this month has been beyond underwhelming. Maybe the pull is supposed to be the price tag of the new items – $2.00 per item is much lower than their current ever increasing prices, even given that they originally charged 1.00 an item. The packaging and size of the items also kind of look like the old ‘essentials’. Nothing I would jump for to get right now, but maybe after all 30 new items are released I will take a look and get some of them.

    • Isabella Muse

      right!? A mean a blending sponge? This is the “BIG” 30 day release? Come on! I agree it all does look like the essentials line and that’s the line I hate from E.L.F. if you’re going to try and hype things up at least make it worth it!!!!!!!!!!!!!

  • chibi639

    Sooo… ELF has most, if not all, of their 30 days products up on their site “30 Days of New” link at the top of their page. Not all the products are available yet, but at least we know what they all are now. Still not impressed.