E.l.f.'s heavier marketing investment helps cosmetics brand keep its edge.

E.l.f. Beauty has seen success in its marketing efforts, particularly among young consumers. The company increased its marketing spending to 25% of net sales in fiscal 2024, up from 7% five years ago. E.l.f. has engaged in partnerships and ran its first national Super Bowl ad, aiming to maintain similar marketing budgets in the future. The company's aggressive marketing strategy has contributed to its growth, with net sales increasing by 77% in fiscal 2024. E.l.f. has also utilized platforms like TikTok and gaming platforms to reach younger audiences. The company's positioning has resonated well with Gen Z, and it has seen an increase in brand awareness among U.S. consumers. E.l.f. plans to continue investing in marketing and digital efforts in the coming years. [Extracted from the article]