Case Study: e.l.f. Cosmetics boosts personalized customer experiences with Uniphore

How e.l.f. Beauty Uses ActionIQ to Enhance Customer Experience and Drive Brand Loyalty

e.l.f. Cosmetics, the California-based beauty brand, wanted to turn growing online traffic into stronger loyalty but was held back by siloed, fragmented customer data spread across multiple systems. To better understand shoppers and power personalized experiences at scale, e.l.f. selected Uniphore’s ActionIQ customer data platform to unify customer records and make insights more accessible to business users.

With Uniphore’s ActionIQ, e.l.f. built personalized, cross-channel customer journeys and predictive models to identify high-value audiences, optimize messaging, and improve retention. The results included a 12% year-over-year increase in net sales to $318.1 million, a loyalty program that grew to more than 2 million members and drove 70% of online sales, and continued gains in market share during fiscal 2021.

e.l.f. Cosmetics

Brigitte Barron

Director of Global CRM & Customer Growth