E.l.f. Beauty growth driven by innovation, not just pricing power
The company s Q2 net sales jumped 51%, with industry analysts in awe of its go-to-market capabilities and Rhode brand strength.
Key points
- • Beauty growth driven by innovation, not just pricing power The company’s Q2 net sales jumped 51%, with industry analysts in awe of its go-to-market capabilities and Rhode brand strength.
- • Beauty’s growth may be driven more by its innovation pipeline versus its price positioning, CEO Tarang Amin told analysts on a call Wednesday.
- • The executive reiterated that a broad price reduction test done in May showed 90% of SKUs were appropriately priced, with just 10% of items seeing outsized unit growth by dropping prices by $1.
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