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e.l.f. Cosmetics Selects eWayDirect’s Direct|Connect 4.0 Platform

e.l.f. Cosmetics (Business Wire) - 31 August 2009

e.l.f. Cosmetics Selects eWayDirect’s Direct|Connect 4.0 Platform

Cosmetics company launches The e.l.f. Beauty Network using eWayDirect’s Direct|Connect 4.0 Platform

e.l.f. Cosmetics logoSOUTHPORT, Conn.--(BUSINESS WIRE)--e.l.f. Cosmetics has selected eWayDirect’s Direct|Connect 4.0 platform to launch the e.l.f. Beauty Network, a major social media endeavor that is the next step and upgrade of the groundbreaking website launched by e.l.f. Cosmetics in January of this year. The e.l.f. Beauty Network will bring the AskELF power of social networking to a more sophisticated branded environment that will facilitate communication and customer interaction.

“We’re excited to take our customer engagement and communications to the next level using the eWayDirect social media solution,” says Ted Rubin, chief marketing officer of e.l.f. “It helps enhance our guest experience and bring the e.l.f. brand closer to our customers.” Allan Levy of SellUp, agrees. “The e.l.f. partnership with eWay continues to grow and expand profitably for all involved,” he says.

“e.l.f. is at the forefront of social commerce and this platform is an enhancement to their innovative use of social media,” says Neil Rosen, president and CEO of eWayDirect. “Now all of e.l.f.’s social media programs are combined within a single branded portal that integrates seamlessly with the site. It simplifies the e.l.f. solution both for the company and for its customers.”

Customer, prospect and member interaction with the company and with each other will become easy through the use of the e.l.f. Beauty Network, as consumers join discussion groups, participate in forums, get beauty advice, make recommendations to others, and generally interact with the e.l.f. brand. They can invite friends and family to join their networks, thus growing the community virally and becoming evangelists for the brand.

Direct|Connect 4.0 is an easy-to-use proprietary Internet-based application, replacing the mix of emarketing tools typically patched together from multiple vendors and turning prospects into buyers, buyers into frequent buyers, and frequent buyers into enthusiasts.

About e.l.f.:

e.l.f. Cosmetics was created in the belief that every woman should have the opportunity to experience luxury cosmetics without sacrificing budget. Since the brand’s introduction five years ago, the e.l.f. Cosmetics website ( has grown to include 2 million members and is a popular destination for beauty fans looking for quality, affordable cosmetics, beauty advice and engagement with the brand.

About eWayDirect:

eWayDirect, Inc., is a Connecticut-based emarketing company offering world-class email marketing, both SEO and PPC search marketing, website reengagement, social networks, and widgets, all on a single integrated platform. Its web-based Priority Email tool guarantees 100% inbox deliverability, 100% of the time; the website reengagement process increases sales; and the social networking application is a powerful customer acquisition tool—and all of them are part of the platform, offered at no extra cost. Learn more about eWayDirect at




Belinda Banks

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