I think the e.l.f. Cosmetics has made a great name for themselves using social media throughout the years. For me personally, elf was the last resort for me when buying makeup products years ago. I think that they have used social media to learn what’s popular right now and made a huge difference with how they advertise and market their products. I find myself reaching for elf now than other high- end beauty brands.

I first look at the presentation of the product. Depending on who it’s being marketed towards, it need to look nice and durable. The next question I ask is how realistic is the product? Will this actually be successful long term? Will it be used once then tossed in the donation box?