MCoBeauty also recently worked with creator Kelley Heyer to provide her makeup for MTV’s Video Music Awards after Heyer made a video about wanting to attend the award show. MCoBeauty saw the video and did her makeup for the awards show.
The goal is for consumers to be influenced to buy MCoBeauty’s more affordable products when seeing them on celebrities, said Meridith Rojas, CMO of MCoBeauty.
“You have to be plugged into the social conversation,” Rojas said.
E.l.f. Cosmetics has also heavily played up its lower prices in its marketing. In February, e.l.f. Cosmetics ran a Super Bowl ad that promoted the low price of its products, specifically the Halo Glow Liquid Filter. E.l.f. Cosmetics’ product retails for $14 and competes with a similar product sold by Charlotte Tilbury that retails for $49. E.l.f. Cosmetics previously used the Super Bowl to promote a $10 makeup primer called Power Grip Primer that competes with Milk Makeup’s $38 version.
“Delivering premium quality products at extraordinary prices through powerhouse innovation is incredibly important to our community,” said Patrick O’Keefe, vp of integrated marketing at e.l.f. Cosmetics. O’Keefe said that consumers will often comment on e.l.f. Cosmetics’ social channels asking for cheaper versions of high-end products.
These kinds of campaigns are key in winning over price-conscious consumers: 42% of Americans who buy personal care products look for comparable and less-expensive versions of high-end products, said Clare Hennigan, senior analyst at Mintel. Another 31% of Gen Z adults in the U.S. have bought a cheaper version of a product after seeing a social media post, according to Mintel.
