The Road to Brandweek: e.l.f.’s Kory Marchisotto on Innovation and the Pandemic

How new marketing and products are helping the cosmetics maker thrive

E.l.f.'s CMO Kory Marchisotto
E.l.f.'s CMO Kory Marchisotto talks to Adweek about the company's innovative marketing and products. e.l.f.

Beauty has had both its bright spots and blemishes during the pandemic, with a boom in skin care but a pullback on the purchase of color cosmetics. E.l.f., which had the foresight and fortune to get into skin care last year, has seen firsthand the ebb and flow of the business.

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@RichCollings Richard Collings is a retail reporter at Adweek.