Tarang Amin

But then we'll also look and say, what don't they like?

And we found is for some consumers, those lip oils were drying out their lips.

Others didn't like the fact the applicator is really small and lip oil is something you got to reapply throughout the day.

So when we introduced ours, it was a completely different hydrating formula, same glossy finish, same pigmentation, a much bigger applicator, I would call a doe foot.

But the key difference was not only was the product we thought even better, but instead of the $38, we introduced ours at $8.

$8?

Right, and then the next day, $8.

Okay.

And we never make direct comparisons.

We don't have to because I got to tell you, the next day, there are 1,000 TikTok videos that said, like, I actually like the e.l.f.

lip oils even better.

It's probably the biggest launch we ever had.

Well, that's our entire model.

We have a concept where we call it zero distance.

Zero distance between the C-suite and our community.

I'll tell you a story.

My CMO terrorizes me every few months.

She comes and drags me on to TikTok Live.

and you know she doesn't get up there she's not even very nice she doesn't say all right you got the big boss tell them what you want and the chat field will just light up it'll just go crazy uh there was one last year where i got on and a bunch of people said hey there's this prestige product they make these bronzing drops we love them but i think they're 39 bucks we can't afford 39 bucks help us out and i'm reading the chat field i'm like yeah okay you want some bronzing drops

And then there's like another 20 chats right after that.