How I came about this project.....

I first heard of E.L.F (which stands for eyes lips face) in a copy of Grazia magazine last year.
E.L.F cosmetics is an American based company set up by leading American makeup artist Scott Vincent Borba (who is also responsible for Hardy Candy cosmetics) and business man Joseph Shamah in 2004. It is hugely successful in the US, as well as Canada, New Zealand and Australia, and eventually came to the UK in November last year.
All 130 products are all only £1.50, but still good quality. E.L.F has low overhead costs, little advertising and minimalist packaging which means that the consumer only pays for the makeup itself.

'We at e.l.f. believe that innovative technology, quality ingredients and superb delivery systems should not be limited to prestige retailers. Every woman should have the opportunity to participate in innovation, without sacrificing her budget.'

Last year when their products went on sale in the UK (they are only available to order online at the moment here), I was intrigued to see if these bargain priced products were actually any good! So I ordered some and loved them......

While trying to come up with an FMP I suddenly thought about E.L.F, and how not many of my friends had yet heard about them......... therefore I contacted the company and asked if they would be interested in me working with them to promote their brand. They are still relatively small and new in the UK, and have no advertising as such, only articles in magazines which they did through a PR company.

So thats how it all started.........