Case Study · E.l.f. Beauty
E.l.f. Beauty
CASE STUDY / E.L.F. BEAUTY
The Engagement
What 5W did for E.l.f. Beauty.
5W partnered with e.l.f. Beauty to amplify the brand's executive bench across earned media, digital platforms, and industry stages. The work positioned e.l.f.'s C-suite as visionary leaders embodying the brand's agility, innovation, and commitment to diversity - extending influence beyond product storytelling and showcasing the brand as a disruptive force in beauty, tech, and business.
CHALLENGE
As one of the fastest-growing names in beauty, e.l.f. needed a public relations and digital marketing strategy that matched its industry-leading momentum and elevated the personal brands of its executive team. Each executive - CEO, CMO, CFO - required a custom strategy underscoring unique contributions while reinforcing one unified brand narrative.
5W built an executive-forward digital PR and LinkedIn program that elevated key executives in the spaces that matter most: business, tech, media, and marketing.
- CEO Tarang Amin: Steady cadence of original LinkedIn content focused on leadership, brand milestones, and industry trends, layered with proactive and reactive community management. Share of voice in media more than doubled, with 23 high-value interview opportunities secured.
- CMO Kory Marchisotto: Positioned at the intersection of creativity and commerce. Spotlighted in 39 placements and key events including the Forbes Power Women's Summit, Cannes Lions, and the Forbes CMO Summit.
- CFO Mandy Fields: Secured 10 media interviews and amplified accolades including the Stevie Award for Women in Business and the WWD x FN x Beauty Inc. Women in Power List.
Across all executives, 5W prioritized original content development, social amplification of earned media, and a cross-channel narrative championing e.l.f.'s mission to challenge industry norms while fostering inclusivity, innovation, and cultural relevance.
STRATEGY
RESULTS
- 99 earned media placements
- 2.79 billion impressions
- 17 award and speaking submissions; 13 wins
- CEO media share of voice up 2.5x
FAQ
What is executive thought leadership in beauty PR?
Executive thought leadership in beauty PR positions a brand's senior leaders as recognized voices in the industry through earned media, LinkedIn content, speaking opportunities, and award placements. It builds personal credibility for executives while reinforcing the corporate brand.
How long does an executive visibility program take to show results?
Most programs begin generating earned media placements within 60 to 90 days, with measurable share-of-voice gains typically visible at the 6-month mark. The e.l.f. Beauty program delivered 99 earned placements and 2.79 billion impressions in just over six months.
What metrics define a successful executive PR program?
Core metrics include media share of voice, number of high-value interviews, award wins, speaking engagements at industry events, and amplification of executive content on LinkedIn. Tracking executive-level mentions separately from brand mentions is essential.
How does 5W support beauty industry executives?
5W builds individualized strategies for each executive, securing media placements, LinkedIn content cadence, award submissions, and speaking opportunities while ensuring all executive narratives reinforce the unified brand story.
What outlets cover beauty industry leadership?
Top outlets include WWD, Beauty Inc, Forbes, Glossy, Business of Fashion, Cosmetic Executive Women, and major event stages such as Cannes Lions and the Forbes CMO Summit.