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1. e.l.f.
COSMETICS
BY: DANIELLE SUTTON
08/05/23

2. MISSION
"CLEAN BEAUTY SHOULD BE READILY ACCESSIBLE TO ALL, THAT'S WHY OUR
AWARD-WINNING MAKEUP AND SKINCARE CONTINUES TO BE AVAILABLE AT
AFFORDABLE DRUGSTORE PRICES. ALWAYS VEGAN, OUR PROFESSIONAL QUALITY
COSMETICS ARE FILLED TO THE BRIM WITH CRUELTY-FREE GOODNESS, AND
NEVER TESTED ON ANIMALS – GARNERING THE LEAPING BUNNY! STAMP OF
APPROVAL. IN EFFORTS TO REDUCE OUR ENVIRONMENTAL IMPACT, E.L.F.
COSMETICS LAUNCHED PROJECT UNICORN, A COMMITMENT TO STRIPPING DOWN
CLUTTERED PACKAGING FOR MORE SUSTAINABLE OPTIONS. SINCE 2019, E.L.F.
HAS ELIMINATED OVER ONE MILLION POUNDS OF EXCESS PACKAGING WASTE."
LOGO

3. VISION
THE VISION FOR E.L.F. COSMETICS HAS ALWAYS BEEN TO PROVIDE
AFFORDABLE,DRUGSTORE PRODUCTS. THEY WANT TO BUILD A BRAND WHERE
EVERYONE FEELS COMFORTABLE TO EXPRESS THEMSELVES WHILE UPLIFTING
AND EMPOWERING ALL COMMUNITIES.
VALUES
INCLUSIVITY
RESPECT
EXPRESSSION
CRUELTY FREE
CLEAN

4. DESCRIPTION
E.L.F. COSMETICS BUILT ITS BRAND ON HONESTY. SINCE THE BEGINNING E.L.F.
WANTED TO BE DIFFERENT. THEY SET THEMSELVES APART FROM MOST BRANDS
BY USING CLEAN PRODUCTS WHILE STILL BEING AFFORDABLE AND INCLUSIVE.
POSITIVE KEYWORDS
CLEAN
CRUELTY FREE
AFFORDABLE
NEGATIVE KEYWORDS
CHEAP
PERFORMATIVE
OLD

5. Brand Colors
HEX
#DF071
4
HEX
#FFB5
CD
HEX
#FFD2E
1
HEX
#FFFFF
F
HEX
#DF071
4
HEX
#FFB5
CD
HEX
#FFD2E
1
HEX
#FFFFF
F
HEX
#DF0714
HEX
#FFB5CD
HEX
#FFD2E1
HEX
#FFFFFF
ACCENT COLORS
LIGHT
THEME
DARK
THEME

6. BRAND FONTS
e.l.f.
COSMETICS
EYES.FACE.LIPS
Heading Levels:
Todes Thin
Todes Bold
Futura Paneuropean Bold
Body style:
Clean beauty should be readily
accessible to all.
M O O D