CASE STUDY / E.L.F. BEAUTY

Elevating Executive Presence and Shaping Industry Conversation

Brand Positioning / Media Relations / Thought Leadership / Executive Profiling

In partnership with e.l.f. Beauty, 5WPR spearheaded the strategic amplification of the brand’s executive bench across media, digital platforms, and industry stages. With a focus on executive visibility, cultural relevance, and thought leadership, 5W positioned e.l.f.’s C-suite as visionary leaders who embody the brand’s agility, innovation, and commitment to diversity. The goal was to extend e.l.f.'s influence beyond product-level storytelling, showcasing the brand as a disruptive force in beauty, tech, and business.

elf-beauty

CHALLENGE

As one of the fastest-growing names in beauty, e.l.f. needed a public relations and digital marketing strategy that reflected its industry-leading momentum while elevating the personal brands of its executive team. The challenge was to secure meaningful placements, engagements, and conversations that would highlight e.l.f.’s cultural relevance, business savvy, and socially conscious mission. From the CEO to the CMO and CFO, each executive required a custom strategy that underscored their unique contributions while reinforcing the unified brand narrative, without diluting the core consumer-facing message.

5W crafted an executive-forward digital PR and LinkedIn strategy designed to highlight the individuals driving e.l.f.’s success and innovation. Leveraging earned media, award submissions, keynote opportunities, and high-impact content, we elevated the presence of key executives in spaces that mattered most, business, tech, media, and marketing.

For CEO Tarang Amin, we developed a robust LinkedIn presence, establishing a steady cadence of original content focused on leadership, brand milestones, and industry trends. His profile was continuously optimized with new features, while proactive and reactive community management fueled meaningful engagement. As a result, Tarang’s share of voice in the media more than doubled, with 23 high-value interview opportunities secured.

CMO Kory Marchisotto was positioned at the intersection of creativity and commerce. We leaned into her signature blend of brand storytelling and personality, amplifying her voice through LinkedIn and high-visibility speaking opportunities. Kory’s presence was spotlighted in 39 media placements and key events, including the Forbes Power Women’s Summit, Cannes Lions, and the Forbes CMO Summit.

For CFO Mandy Fields, the strategy emphasized financial leadership and representation. We secured 10 media interviews and celebrated her accolades, including the Stevie Award for Women in Business and her feature on the WWD x FN x Beauty Inc. Women in Power List.

Across all executives, our team prioritized original content development, social amplification of earned media, and a cross-channel narrative that championed e.l.f.’s mission to challenge industry norms while fostering inclusivity, innovation, and cultural relevance.


STRATEGY

elf-beauty

RESULTS

In just over six months, 5W generated 99 earned media placements, resulting in a staggering 2.79 billion impressions. We drafted and submitted 17 award and speaking opportunities, with 13 wins and more in review. Through our pitching and LinkedIn work, Tarang Amin’s media share of voice increased by more than 2.5 times, while Kory Marchisotto and Mandy Fields secured prestigious speaking slots and media features that elevated their professional profiles, and by extension, the e.l.f. brand.

This partnership demonstrates the impact of a focused executive visibility strategy in enhancing brand equity and cultural influence. By amplifying the thought leadership of e.l.f.’s C-suite, 5W was able to extend the brand’s relevance into boardrooms, headlines, and stages worldwide. The success underscores that in today’s landscape, executive presence is not just additive to brand perception, it’s foundational. From shaping industry dialogue to reinforcing core brand values, an integrated PR, digital marketing, and social media marketing approach can elevate both leaders and the companies they represent.


KEY TAKEAWAYS

devacurl

NEXT CASE STUDY

DevaCURL

LEARN MORE