Marketing Currents - Business and Marketing Current Events

e.l.f. Beauty Takes on Inflation With Pricing


In the face of rampant inflation, the CEO of omnichannel cosmetics firm e.l.f. Beauty says the company chose not to increase prices on roughly one-third of its least expensive entry-level items, while simultaneously raising them on higher cost merchandise.

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Discussion Questions:

  1. What is pricing?
  2. Why is pricing an important component of the marketing mix?
  3. What is inflation?
  4. How does inflation impact consumers?
  5. How does inflation impact cosmetics brands or other brands in the fashion industry?
  6. What is positioning?
  7. How do you think e.l.f. is positioning the brand by keeping the price of its popular lipstick product the same?
  8. Why do you think they chose to raise the price on higher-priced products?
  9. What is discretionary spending?
  10. According to research discussed in this news story, how has inflation impacted consumer spending on discretionary retail purchases?
  11. How might that impact e.l.f. or competing beauty brands, based on information from this news story?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.