Category: Marketing How-To

The Secrets Behind E.L.F.’s Marketing Success

Corey Peters October 28, 2025

How e.l.f.’s Marketing Shakes Up the Beauty Industry with Bold Campaigns Few brands embody modern marketing innovation quite like e.l.f. Beauty. Once known primarily as an affordable cosmetics line, e.l.f. has evolved into one of retail’s most agile and culturally relevant brands. At CommerceNext, we’re passionate about uncovering what drives retail’s fastest-growing brands. In this case study, we explore how e.l.f. became a trend-savvy innovator in the fiercely competitive beauty industry. e.l.f. Beauty’s Marketing Strategy: Using Innovative Channels, Partnerships, Product Launches and Community-Based Strategies At its core, e.l.f.’s marketing approach is defined by: Leveraging Innovative Channels: e.l.f. is often first to test emerging

The Post-Purchase Playbook: How Leading Retailers Win Beyond the Checkout

Corey Peters September 22, 2025

With customer acquisition costs at unprecedented highs, the real battleground for growth now lies beyond the checkout. Post-purchase presents an exciting opportunity: transform first-time buyers into loyal advocates by marrying smart tech, streamlined returns and memorable experiences that stick. Let’s examine the trends shaping post-purchase success and highlight leading retailers setting the standard today. Take these insights to the next level by applying for CommerceNext’s Post-Purchase Forum, October 15th in NYC. Trends & Best Practices Shaping Post-Purchase AI-Powered Personalization & Communication From tailored product recommendations to virtual shopping assistants, AI is transforming how brands engage with customers after a purchase. The 2024

What to Expect From Shoptalk Fall 2025

Vanessa Dang August 6, 2025

If you missed Shoptalk Spring, you’re likely asking: was it worth it and is Shoptalk Fall? With AI, personalization and evolving customer journeys reshaping retail, it’s hard to know where to focus first. Shoptalk Chicago 2025 is one of many stages for retail innovation. If you’re planning your event calendar, here’s what to expect, how to get the most from attending and how other industry events like CommerceNext compare. Shoptalk Fall is about Practical, Growth-Driven Strategy (Shoptalk) While Shoptalk Spring focused on retail trends and industry shifts, Shoptalk Fall (themed “Retail’s Power Players. One Critical Moment”) emphasizes decisive action in a volatile

The Secret Behind Sephora’s Successful Marketing Strategy

Jenna Shaps August 6, 2025

CommerceNext gathers insights from top retail leaders like Sephora on how to stand out in a competitive landscape: personalization, inclusivity and seamless omnichannel experiences are must-haves. We break down Sephora’s marketing strategy below. Sephora Empowers Customers With Educational and Inspiring Digital Content At the core of Sephora’s marketing strategy is a mission to empower individuals through inclusive, innovative and high-quality beauty experiences. Every brand experience reflects this, starting with their tailored social media content: tutorials on YouTube, trending content on TikTok, polished visuals on Instagram and conversations with customers on X (Twitter). Across industries, 80% of users prefer watching a video, while only

Kendra Scott’s AI-First Commerce Revolution: Cracking the Code on AI Revenue Generation

Corey Peters August 6, 2025

Under the leadership of Kamanasish Kundu, SVP of Digital & E-commerce, Kendra Scott unlocked a new frontier in digital retail: an AI strategy designed not just to save money, but to drive revenue. The results are staggering: a 6x conversion lift, 9x engagement lift and a blueprint for how conversational AI can move from a support expense to a frontline sales engine. Read on to learn how Kendra Scott’s partnership with iAdvize redefined what AI means for commerce, and why others risk leaving millions on the table if they don’t follow suit. From Cost Center to Revenue Driver The traditional AI playbook is

Inside Estée Lauder’s Winning Marketing Strategy

Vanessa Dang July 29, 2025

At our annual NYC conference, top retail marketers reveal how they stay ahead. Estée Lauder, a consistent presence, proves legacy doesn’t mean stagnation. They blend core brand identity, modern storytelling and cutting-edge tech to create emotional, effective marketing that moves at culture’s speed. Here’s how Estée Lauder remains iconic and relevant despite being an 80 year old brand. Micro-Storytelling: Maintaining Brand Identity with Every Decision Micro-storytelling distills a company’s narrative to its core, conveying a brand’s essence in a single image, sentence or video clip. It grabs attention and leaves a lasting impression. Estée Lauder’s micro-stories stem from its founder’s legacy: the

The 6 Most Important Gen Z Shopping Habits for Retail Brands

Corey Peters July 28, 2025

6 Gen Z Shopping Habits Shaping Retail Trends Gen Z’s shopping habits were a popular topic at this year’s CommerceNext Growth Show, highlighting how they discover, compare and buy products all at once, often while scrolling social media. Their expectations are high, attention spans short and loyalty tough to earn, but brands that get it right see big rewards. Catch the replay of the CommerceNext panel “From Gen Z to Alpha: Redefining Acquisition for Emerging Audiences” here, and read on for more insights on how this generation is reshaping retail. Gen Z Behaviors & Characteristics Gen Z, born roughly between 1997 and 2012,

How Retail Brands Can Win on TikTok Shop

Corey Peters July 24, 2025

How Retail Brands Can Win on TikTok Shop In 2025 alone, U.S. sales on TikTok Shop jumped by 120% year-over-year, and over 83% of shoppers say they’ve discovered a new brand via the platform. TikTok Shop has elevated the platform beyond just a place for awareness or inspiration. Consumers can now discover, evaluate and buy products without ever leaving the app. This experience effectively collapses the traditional marketing funnel, blending content, consideration and conversion into a single scroll. With millions tuning in to TikTok Shop daily, it now represents the future of “discovery commerce,” merging the appeal of influencers with instant buying capabilities.

How E.L.F. Cosmetics Captured the Gen Z Target Market

Corey Peters May 30, 2025

Breaking Down the E.L.F. Cosmetics Target Market In response to Gen Z’s need for heightened brand values and interactive marketing and campaigns, e.l.f. (Eyes. Lips. Face.) has created a brand that delivers bold authenticity, inclusive messaging and engaging digital experiences that foster community and drive cultural relevance. In doing so, the brand has cemented itself as the #1 Favorite Gen Z Beauty Brand and earned a CommerceNexty award in the process. From $1 Makeup to a Gen Z Favorite Founded in 2004 by Joseph Shamah and Scott Vincent Borba, e.l.f. Cosmetics disrupted the beauty industry by introducing high-quality products at just $1, quickly

5 Omnichannel Retailing Examples that Drive Results

Vanessa Dang May 7, 2025

CommerceNext brings insider insights from retail and ecommerce experts on how to unify digital and physical experiences. According to a Harvard Business Review study, customers who use multiple channels spend 10% more online than those who shop using a single channel, making it clear that omnichannel is essential for growth. We’ll share top omnichannel retail examples and the technologies driving their success. Beauty & Cosmetics Sephora Skyrockets Sales with Inclusive Customer Profiles Sephora sets the beauty industry’s gold standard for omnichannel. Since 2010, the app has unified online and offline behavior into one profile, boosting loyalty and driving cross-channel sales with personalized rewards.

Category: Marketing How-To

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