Celebrity Beauty: e.l.f. Beauty, Inc. (ELF) Q1 2021 Earnings Call Transcript

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Celebrity Beauty: e.l.f. Beauty, Inc. (ELF) Q1 2021 Earnings Call Transcript

Celebrity Beauty:

Celebrity Beauty: Motley Idiot Transcribing

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e.l.f. Magnificence, Inc. (NYSE:ELF)

Q1 2021 Earnings Name

Aug 05, 2020, four:30 p.m. ET

Celebrity Beauty: Contents:

  • Ready Remarks
  • Questions and Answers
  • Name Contributors

Celebrity Beauty: Ready Remarks:

Operator

Correct day and welcome to the e.l.f. Magnificence first-quarter fiscal 2021 earnings convention call. [Operator instructions] Please uncover that this event is being recorded. I’d now desire to turn the convention over to Melinda Fried.

Please lope forward.

Melinda FriedHead of Corporate Communications

Thanks for joining us at the moment to bid about e.l.f. Magnificence’s first-quarter fiscal 2021 results. I am Melinda Fried, head of corporate communications for e.l.f. Magnificence.

As a reminder, this call contains forward-attempting statements that are primarily based totally on management’s expectations, including these linked to the class traits and longer-timeframe outlook, and are subject to identified and unknown dangers and uncertainties. And therefore, steady results would possibly possibly possibly possibly also vary materially. Necessary factors that would possibly possibly possibly possibly also space off steady results to differ are detailed in at the moment’s press beginning and the corporate’s SEC filings. Moreover to, the corporate’s presentation at the moment includes data offered on a non-GAAP foundation.

We refer you to at the moment’s press beginning for a reconciliation of the variations between the non-GAAP presentation and doubtlessly the most straight comparable GAAP measures. Please uncover, after the presentation, there is a separate dial-in for the Q&A session, moreover well-known in the clicking beginning. With me from management at the moment are Tarang Amin, chairman and chief govt officer; and Mandy Fields, senior vp and chief financial officer. Let me turn the webcast over to Tarang.

Tarang AminChairman and Chief Govt Officer

Thanks, Melinda, and upright afternoon, everybody. I am hoping that you just would even be staying stable and well. This day, we can discuss our first-quarter fiscal 2021 results, the introduction of a brand contemporary beauty standard of living stamp with Alicia Keys and the total strategic framework for the corporate. I am so sufficient with the e.l.f.

crew for delivering strong ends in navigating major class headwinds right by the COVID-19 pandemic. Here is our sixth consecutive quarter of win gross sales enhance with Q1 win gross sales of $sixty 5 million, up eight% versus a twelve months ago. We moreover expanded snide margin to sixty seven%, up nearly 500 foundation points versus closing twelve months, and delivered adjusted EBITDA of $sixteen million, up 7% versus a twelve months ago. Of the tip 5 colour cosmetics brands in the U.S., we were the supreme one to grow section in the quarter with 5.5% of the market, up a hundred foundation points.

We finished all of this in a volatile class that changed into down double digits. We continue to excel on our just a few areas of aggressive relieve by investing in our stamp recharge and executing our 5 strategic imperatives. Our mission to construct doubtlessly the most easy of beauty accessible to every scrutinize, lip and face is more crucial than ever. We think that our traditional price equation and digital engagement, as well to our world-class crew’s potential to transfer at e.l.f.

drag, positions us well to continue to reach market section. This day, we are thrilled to scream our partnering with Alicia Keys to accomplish a beauty standard of living stamp, code named Project Superwoman. I will checklist quickly why we think this stamp will seemingly be so special and would possibly possibly possibly possibly also increase the total strategic framework for our company. But first, let me present about a highlights on the quarter.

Our first strategic imperative is to pressure stamp inquire. We now have a series of initiatives that are utilizing larger stamp relevance. We unleased a Bowl marketing and marketing campaign closing twelve months to bring e.l.f. superpower to the forefront of the surprise dialog.

The distinctive superpowers that our shoppers can’t safe sufficient of are a a hundred% vegan and cruelty-free and first-to-mass holy grail merchandise that whine top fee quality at unbelievable prices with fashioned appeal. At some stage in these uncertain financial times, now we have viewed our price messaging has even larger consumer relevance. Our gross sales enhance accelerated as soon as authorities stimulus checks and supplemental unemployment advantages hit shoppers’ wallets with contemporary and existing shoppers alike balloting for e.l.f.’s distinctive price proposition. Search inquire for e.l.f.

outpaced the class for the quarter with Google searches rising 1.5%, when put next with a decline of 9.5% for the class and double-digit losses for key competitors. e.l.f.’s press impressions soared 333% for the quarter versus prior twelve months, and we surpassed 5.5 million Instagram followers, emphasizing our rising viewers. We not too prolonged ago conducted a Nielsen marketing and marketing mix analysis and saw strong ROI ends in completely the and relative-to-key benchmarks, giving us additional self perception that our marketing and marketing and digital initiatives are utilizing generous gross sales. Our file-breaking eyelipsface TikTok hashtag wretchedness, doubtlessly the most viral marketing and marketing campaign in TikTok U.S.

historical previous, continues to upward push, reaching over 6 billion views and over four.5 million user-generated videos to this level. Here is an magnify of over 1.5 billion views and 1.3 million videos in the previous quarter, highlighting the strength of our viewers engagement on the platform. Whereas persevering with to leverage TikTok, we remain inquisitive about our entire digital ecosystem. We’re rising our existing footprint with deeper engagement on key platforms, love YouTube, Snapchat and Pinterest, while searching for and testing contemporary frontiers.

An excellent example of up to the moment frontiers is our strange stamp collaboration with Chipotle, any other stamp liked by Gen Z. We labored together on a virtual prom sequence that married their cherished meals menu with our most effective-promoting merchandise. This miniature addition, burrito-impressed makeup sequence sold out inside of four minutes on elfcosmetics.com with a hundred% of these orders made by contemporary shoppers. The selling and marketing campaign had high engagement right by all social channels with over 3 million TikTok views and over 350 million impressions right by beauty, standard of living, entertainment, and trade press.

The strength of our price equation and stamp-building activities is attracting contemporary shoppers to the logo. At some stage in the quarter, over 50% of our retail purchases were from contemporary shoppers. This changed into even larger on elfcosmetics.com with over sixty 5% of these procuring being contemporary shoppers. Furthermore, we’re seeing that e.l.f.’s shoppers are extremely engaged with beauty and spending nearly 1.5 times more than non-e.l.f.

purchasers, our 2d strategic imperative is a major step-up in digital. Proper to our digitally native roots, we continue to e book with a digital-first system that is benefiting each elfcosmetics.com as well to our retailer.coms. At some stage in the quarter, we saw a major shift on-line with our digital channels rising to 17% of our total trade, up from Eleven% in FY ’20. Q1 digital consumption grew triple digits versus a twelve months ago.

elfcosmetics.com, the No. 1 mass cosmetics e-commerce whine, powers our digital ecosystem. Novel shoppers got in the quarter were up over a hundred% twelve months over twelve months. We moreover experienced strong gains in traffic, orders, conversion, and AOV.

A particular shining whine is our skincare trade, which accounted for nearly 25% of our gross sales on elfcosmetics.com in Q1 versus 18% closing twelve months. Importantly, the AOV with skincare shoppers is roughly $10 larger than our cosmetics-supreme shoppers. Our Magnificence Squad Loyalty Program grew to 2 million people, up over 150% twelve months over twelve months, and we think it has even larger seemingly as a driver of our total trade going forward. App downloads reached over a hundred thirty,000 with augmented actuality persevering with to pressure conversion.

We moreover launched the e.l.f. app in the U.Enough. We continue to construct larger our digital footprint globally. Final month, we launched elfcosmetics.com/european with a localized abilities in Germany and the flexibility to ship to 10 varied EU nations.

We’re totally ecstatic with the acceleration in our total digital commerce and the enhance we’re seeing on all retailer.coms, especially Amazon. Our zero.33 imperative of providing first-to-mass space quality merchandise moreover delivered strong results. We persisted our drag of product launches right by COVID-19 and stumbled on that shoppers embraced our innovation. Our supreme strategic focal level is skincare, the put we continue to take a look at strong ends in the encourage of our contemporary Cannabis Sativa and Full Spectrum CBD collections.

These collections toughen our shoppers’ want for wellness and self-care at a stunning price. Our Supers sequence, powered by the trending immense ingredient, niacinamide, moreover has viewed a surge in inquire. e.l.f. skincare consumption for the quarter changed into up 19% in track channels versus a class that changed into down 7%.

Extra not too prolonged ago, track channel consumption changed into up over 30%, and our elfcosmetics.com consumption changed into up over a hundred%. We now have additional launches slated for the steadiness of the fiscal twelve months anticipated to relieve propel our skincare momentum. We increase our strength in primers, brushes and foreheadpencils, sustaining our No. 1 whine in all three segments.

We moreover continue to pressure section gains in our market-leading Poreless Putty Primer and Camo Concealer franchises with section section increases of 15 points and 13 points, respectively. The extension of our Poreless Putty franchise has been namely successful with all three primers now ranking in the tip 10 mass primers. We’re moreover totally ecstatic with the outcomes of our cause-driven product collaborations and miniature-time collections. We partnered with Jkissa for the 2d twelve months in a row, this time that incorporates a a hundred% vegan, extremely pigmented, 18-portion scrutinize shadow palette.

Jkissa reinforces our shared values of cruelty-free and how e.l.f. stands with every scrutinize, lip, face, and paw. The eyeshadow pallet and brush space sold out on our net whine in decrease than 5 days. We moreover offered our retro paradise sequence, a tropical-impressed line of merchandise that changed into created after closing twelve months’s Beautyscape, an event that presents rising beauty enthusiasts an replacement to collaborate with e.l.f.

and set aside merchandise. The generous crew, the Glam Gals, and e.l.f. were on a terrific roam together from the beginning of the belief in the Bahamas to cabinets at Blueprint. This sequence is proving, without prolong more than ever, we all desire a passport to paradise.

Our fourth strategic imperative is utilizing national retailer productivity in products and companies round Project Unicorn, our initiative to enhance assortment, presentation, and navigation at shelf. We successfully carried out Fragment 3 of Project Unicorn this previous spring with larger visual merchandising, namely for our market-leading primers and Camo Concealers. We shipped to Blueprint contemporary Unicorn displays and flex towers for retro paradise. We continue to take a look at the blurring of the bodily and digital realms as inflamed shoppers section their in-store abilities by TikTok video creations, including this one, which speedily garnered a hundred thirty,000 views.[Commercial break]

As totally ecstatic as we are with Unicorn execution, we continue to face class headwinds because of COVID-19. Ulta Magnificence and our necessary global outlets, brick-and-mortar retail outlets were closed a form of the quarter. Even at Blueprint and Walmart, our high two potentialities who remained open, we continue to take a look at volatility and a undeniable slowdown with the sizzling surge in COVID-19. We’re moreover lapping the advantages of the price magnify we took closing July primarily based totally on the 25% tariffs.

Whereas we request the class and our trade to be challenged by the pandemic, we remain inquisitive about our relative performance to key competition. We mentioned closing quarter that given the strength of our productivity, innovation and consumer engagement, Walmart and Ulta Magnificence notion to construct larger e.l.f. whine this drop in a subset of their doorways. This growth will allow us to magnify our skincare assortment at each potentialities.

For a perspective, skincare changed into 6% of our track channel consumption in FY ’20. In Q1, it grew to 9%. Skincare comprises a mighty larger share of our elfcosmetics.com trade at nearly 25%. We think as our retail footprint in skincare expands with more whine, now we have gotten the replacement to additional pressure our skincare trade.

Our fifth imperative is delivering tag financial savings to relieve gasoline stamp investments. I am sufficient with our operations crew. We’re one in every of the main beauty corporations to advance out of COVID-19 restrictions in China fully operational. All of our suppliers are encourage in trade in the main week, and we are working at paunchy potential after 5 weeks.

No longer supreme did our crew withhold present continuity, they continue to generate tag financial savings through lean manufacturing techniques which have contributed to our strong snide margin charges. We now have moreover recognized necessary COGS financial savings on key W3LL Of us merchandise, which affords us the flexibility to put money into recharging the logo and sharpen retail pricing. Our contemporary liquid own manufacturing plant has persisted to be delayed by COVID-19 as native restrictions have carried out without us from doing engineering and set up work. The progress on our 5 strategic imperatives has been terrific, and we think now we have gotten additional replacement with each.

We’re equally inflamed by our progress on strategic extensions. We strongly think there is an replacement for necessary price introduction, leveraging the investments now we have made in our crew and infrastructure for moderately about a brands, each acquisitions and brands that we accomplish. Our first strategic extension is a pioneering tidy beauty stamp, W3LL Of us. This acquisition is strategically crucial as shoppers are turning into increasingly more wide awake of the ingredients in their merchandise.

Our thesis is that we can have the relieve of the 12-twelve months historical previous W3LL Of us has as a pioneer in tidy beauty with 40 EWG VERIFIED merchandise, and in turn, leverage the investments now we have made in our crew and infrastructure to scale the logo. Final earnings call, now we have already fully integrated this acquisition onto the e.l.f. platform. And now we’re beginning to tag synergies and construct progress on stamp enhance initiatives.

Doubtlessly the major job this quarter changed into conducting the strategic work for our W3LL Of us stamp recharge, linked to the work we did on e.l.f. closing twelve months. At the core of this recharge is our stamp imaginative and prescient because of all folks would possibly possibly possibly possibly also moreover be W3LL Of us as we try to construct tidy beauty accessible. We look forward to bringing this stamp recharge to market over the upcoming months.

Here is an early height.[Commercial break]

Our crew has moreover been working on the introduction of a groundbreaking contemporary stamp that I am thrilled to scream.[Commercial break]

Anticipated to beginning in calendar 2021, Project Superwoman is a brand contemporary beauty and standard of living stamp created with Alicia Keys, 15-time Grammy award-generous artist, producer, actress and, Novel York Time’s most effective-promoting creator. Born of Alicia’s private skincare roam and her passion for bringing mild and positivity in the arena, the logo imaginative and prescient is more than pores and skin deep. With an inclusive level of peek, an real yelp and a line of pores and skin-loving, dermatologists-developed, cruelty-free merchandise, Project Superwoman objectives to bring contemporary which implies to beauty by helping folks honor ritual in their day-to-day existence and practice plot in every action. Compose no mistake, here’s not any other celeb beauty line because of Alicia is more than an icon, she’s an inspiration.

In her track lyrics, a sterling sequence of interviews and editorials, and in her candid Novel York Times’ most effective-promoting contemporary e book, Extra Myself: A Tear, she has overtly and if truth be told shared her pores and skin struggles, her frustration with society’s unrealistic beauty beliefs and her own roam to discovering clarity, strength and a deeper records of her loyal self. Now by this endeavor, she objectives to relieve others to find that identical whine of peace and vitality inside of themselves.[Commercial break]

Our innovation crew has already developed a robust multiyear, multi-class product pipeline with Alicia Keys and Dr. Renee Snyder, co-founder of W3LL PEOPLE and board-certified dermatologist. We request Project Superwoman to be accessible on-line and in retail retail outlets in calendar-twelve months 2021. We look forward to unveiling more upfront of our Q2 earnings call in November.

We think strategic extensions are key to our prolonged-timeframe enhance as we evolve from a single-stamp to multi-stamp beauty company. Earlier than I turn the call over to Mandy, let me present a chunk more perspective on the total strategic framework of the corporate and our brands. e.l.f. Magnificence is the mother or father company, the plucky disruptor with a form coronary heart.

e.l.f. Magnificence stands with every scrutinize, lip, face, and paw. This deep commitment to inclusive, accessible, cruelty-free beauty has fueled the success of our namesake, e.l.f. Cosmetics stamp, since 2004.

We continue to construct larger our portfolio with strategic extensions that toughen our cause and values. e.l.f. Cosmetics makes doubtlessly the most easy of beauty accessible to every scrutinize, lip, and face. We construct high of the vary, space-impressed cosmetics and skincare merchandise at an unparalleled price and are proud to be a a hundred% vegan and cruelty free.

W3LL Of us is a tidy beauty pioneer, elevating the not contemporary for high-performance, plant-powered, cruelty-free cosmetics since 2008. Founded on the rules of purity, artistry, and responsibility, we are committed to constructing tidy merchandise that relieve folks be well, look well and construct well. Project Superwoman is a beauty standard of living stamp fastidiously crafted with Alicia Keys. With an inclusive level of peek, an real yelp in the road of pores and skin-loving, dermatologist-developed cruelty-free merchandise, Project Superwoman will purpose to bring contemporary which implies to beauty by helping folks to to find peace and vitality inside of themselves.

From a tag tier standpoint, e.l.f. Cosmetics has unparalleled price in the mass section, W3LL Of us’s plant-powered beauty in the masstige section and Project Superwoman is standard of living beauty in entry-stage space. All three brands are accessible relative to their aggressive space. Supporting all of these brands is our high-performance crew and company values to satisfaction our shoppers, construct the suitable thing, work together to rob and to full with drag and quality.

In varied issues, we’re totally ecstatic to have reached agreement with Marathon Partners in early July that enables us to remain inquisitive about executing our strategic imperatives. We’re moreover elated to welcome Lori Keith as any other strong self reliant board member. Lori brings to our board the perspective in an experienced portfolio supervisor and abilities in ESG. We’d moreover desire to thank TPG for his or her six-and-a-half-twelve months investment in the corporate and helped building e.l.f.

Magnificence from a $a hundred million earnings deepest company to a nearly $300 million public company. In step with its practice to responsibly return cash to its shoppers, TPG has now totally exited its whine in e.l.f. Magnificence. TPG’s investment in e.l.f.

changed into made for enhance fund raised in 2011 for which e.l.f. delivered strong returns. In summary, we’re transferring at e.l.f. drag to grow section and whine ourselves for a colorful brighter future.

I suspect that our digital strength and core price proposition will allow us to outpace the class on this uncertain financial system. I will now turn the call over to Mandy to bid referring to the financials.

Mandy FieldsSenior Vice President and Chief Financial Officer

Thanks, Tarang, and thanks pondering about joining us this afternoon. This day, I will quilt our Q1 financial results, present perspective on what we’re seeing in the most contemporary working atmosphere and discuss how our strategic extensions join to our prolonged-timeframe financial mannequin. We’re moderately totally ecstatic with our Q1 results. We delivered win gross sales of $sixty 5 million, up eight% from a twelve months ago.

This enhance changed into mainly driven by e-commerce performance and track channel potentialities, partly offset by Ulta and global store closures that persisted a form of the quarter. Our enhance changed into additional accelerated as soon as we began to take a look at stimulus affect shoppers’ wallets. Our performance in the closing 12 weeks ending 06/13, outpaced the immense legacy brands in our whine, and our outperformance versus the class accelerated with market section up a hundred foundation points. Putrid margin of sixty seven% changed into up nearly 500 foundation points when put next with prior twelve months.

elfcosmetics.com changed into the main driver in the encourage of our expanded snide margin. With the client animated on-line, our whine represented more of our gross sales mix versus a twelve months ago, and total company snide margin benefited from that blend shift. Given the acceleration in gross sales momentum we saw in elfcosmetics.com, we were moreover ready to be much less promotional and pressure stronger snide margin total on our whine. The coolest thing about e-commerce, margin accretive mix, FX, and price increases lifted total snide margin for the quarter.

To the extent shoppers shift encourage into pre-COVID-19 browsing conduct and away from e-commerce, we request the relieve we are seeing in snide margin will roll encourage by roughly 200 foundation points. On an adjusted foundation, SG&A as a share of gross sales changed into 51%, when put next with 47% closing twelve months, primarily driven by annualizing headcount linked to building out our marketing and marketing, digital, and innovation capabilities, increased operational prices linked to larger e-commerce volume in the quarter and increased investment in the encourage of promoting and digital on a greenback foundation. Marketing and digital investment as a share of win gross sales changed into Eleven%. Given the strong gross sales performance in the encourage half of the quarter, we ended up under our 12% to 14% purpose.

We request larger ranges of promoting employ as a share of gross sales over the steadiness of the fiscal twelve months as we purpose to cease steady by the 12% to 14% differ on a paunchy-twelve months foundation. Q1 adjusted EBITDA of $sixteen million changed into up 7% versus prior twelve months with margin at 24% of win gross sales. Adjusted win profits changed into $9 million or $zero.17 per diluted section, when put next with $7 million or $zero.14 per diluted section a twelve months ago. For the three months ended June 30, we generated $12 million in cash waft from operations.

We moreover lowered capital expenditures by $2 million versus prior twelve months and repaid the $20 million we had prominent on our revolving credit ranking facility this quarter. We ended Q1 with $Fifty four million in cash on hand, when put next with a cash steadiness of $Sixty a million a twelve months ago. Liquidity remained strong with the mix of our cash steadiness and safe admission to to our revolving credit ranking facility sitting at over $a hundred million. We request our cash priorities to remain on fortifying the steadiness sheet right by the COVID-19 pandemic, investing in the encourage of our 5 strategic imperatives, and supporting strategic extensions to gasoline prolonged-timeframe enhance.

From an outlook standpoint, our paunchy-twelve months fiscal ’21 guidance remains suspended. The performance we delivered in Q1 changed into strong, however we are cautious not to anchor near-timeframe expectations on a quarter with just a few exterior variables in play. We request the total financial atmosphere to remain moderately volatile. We moreover request consumer conduct to remain impacted by COVID-19 no decrease than by the quit of a calendar twelve months, if not our paunchy fiscal twelve months.

Whereas we experienced double-digit enhance in track channel data in the encourage half of the quarter, we request to take a look at a leveling off because the main round of stimulus bucks dries up and as we cycle the price magnify we implemented closing summer. Additionally, we are seeing a mountainous deal of volatility in our contemporary gross sales data, especially as COVID-19 conditions surge right by the U.S. We request this moreover to affect track channel ends in the near timeframe. On the expense entrance, we continue to possess steps to in the reduction of the put we can while peaceable investing in our prolonged-timeframe enhance.

As said closing quarter, we failed to request financial savings in Q1 however anticipated some progress in Q2. Given the near in gross sales for the rationale that beginning of Q1, increased operational prices linked to the gross sales shift against elfcosmetics.com, and our latest notion to withhold marketing and marketing in digital in the 12% to 14% differ for the twelve months, we construct not request to take a look at subject cloth tag financial savings on a twelve months-over-twelve months foundation. We request to have stronger snide margin if the shift in e-commerce remains with win margins partly offset inside of SG&A. We’re going to moreover have definite prices linked to our strategic extensions that we request to handle as adjustments to SG&A for the steadiness of the twelve months.

Examples encompass integration tag on W3LL Of us and model prices on Project Superwoman. We request $5 million to $7 million of working capital and capex investment right by these brands in fiscal 2021 as we prepare for retailer distribution. This aligns with our cash priorities, leveraging our existing cash to put money into prolonged-timeframe enhance. Lastly, I will be succesful of’t whine how inflamed I am about Project Superwoman.

Collectively with this stamp, plus W3LL Of us, to our portfolio reflects our deep commitment to inclusive, accessible and cruelty-free beauty. From a financial standpoint, our pursuits are aligned with Alicia’s with a royalty and milestone-primarily based totally price construction that leverages each cash and e.l.f. Magnificence equity. We think this stamp is each distinctive and complementary to our portfolio and permits us to leverage the tag construction now we have gotten in whine as we scale it up.

Whereas we request the rapid timeframe to be moderately volatile and uncertain, we continue to think in our prolonged-timeframe financial mannequin as soon as the retail atmosphere returns to normalcy. We think that our digital strength and core price proposition will allow us to continue to outpace the class and whine the e.l.f. stamp for enhance. And with the addition of W3LL Of us and Project Superwoman, we think that the larger quit of our prolonged-timeframe financial mannequin would possibly possibly possibly possibly also moreover be finished.

With that, I will turn the presentation encourage to Tarang.

Tarang AminChairman and Chief Govt Officer

Thanks, Mandy. Here is indeed an thrilling time for e.l.f. Magnificence. We’re taking market section and think we’re well-positioned to poke out the most contemporary storm.

We continue to gasoline our momentum on e.l.f. Cosmetics, as well to construct additional enhance vectors in the encourage of W3LL Of us and Project Superwoman. What affords me mountainous self perception in our prolonged-timeframe seemingly in white whine is a neighborhood of aggressive advantages that we web. We now have the suitable crew with an employee imperfect at 73% female, 60% millennial, and forty six% various, representing the shoppers that we relieve.

We’re one in every of supreme 9 public corporations with a board of directors peaceable of sixty seven% females. We know our shoppers and how to rob them with our No. 1 mass e-commerce whine and reach on key digital platforms. We know the diagram to construct merchandise folks want with a strange potential to beginning holy grail, first-to-mass merchandise.

We transfer at e.l.f. drag with the flexibility to bring contemporary merchandise to market in as few as 13 weeks. We now have world-class operations providing us doubtlessly the most easy combination of tag, quality, and drag. We know the diagram lope to market and grow by our strong relationships with our national retail companions.

We now have necessary alternatives in each additional whine and geographies. We know the diagram to construct brands as we transfer from a single-stamp company to a multi-stamp condo. Whereas these remain complex times, we are optimistic in the prolonged-timeframe seemingly of this company. With that, operator, you would also open the call to questions.

Must you would desire to ask a inquire, please construct so by a separate dial-in line well-known on the masks. These not asking questions can hear the inquire-and-answer session by the webcast. We’ll quit about a minutes for these searching for to ask questions to queue up on the dial-in line.

Celebrity Beauty: Questions & Answers:

Operator

[Operator instructions] And our first inquire will advance from Erinn Murphy with Piper Sandler.

Erinn MurphyPiper Sandler — Analyst

Huge. Thanks. Correct afternoon, and congrats on a robust first quarter. My inquire — my first inquire is never any doubt right by the progression of traits that you just guys saw in the quarter.

Per chance whenever you would also bid to what you belief mass from a replenishment perspective. And then at Ulta, namely, since that changed into closed for section of the quarter, what did you beginning to take a look at as that channel or that retailer unfolded mid quarter?

Mandy FieldsSenior Vice President and Chief Financial Officer

Yes. So when it comes to what we saw steady by the quarter, it changed into moderately a volatile quarter. So whenever you utilize, when we were in April, our traits were down about 30% in track channels. And then against the encourage half of the quarter, we no doubt saw an acceleration, and we think that changed into primarily driven by stimulus and the additional unemployment relieve that our shoppers were receiving.

I’d reveal that from an Ulta standpoint, we saw strong enhance in e-commerce with Ulta. But to your level, their retail outlets were closed a form of the quarter so as that we failed to have any gross sales enhance there for Q1.

Erinn MurphyPiper Sandler — Analyst

OK. Thanks. And then I bid my 2d inquire is never any doubt round Project Superwoman. Given the pricing of this stamp, I mediate, Tarang, you talked about entry-stage space.

How are you by the channel replacement there? Will you be working with contemporary outlets? And then you have referenced it as roughly a typical of living stamp. I am unfamiliar whenever you would even be by more wellness, as well to pores and skin and cosmetics and some of the necessary anchors that you just construct so well.

Tarang AminChairman and Chief Govt Officer

Erinn, we’re thrilled about working with Alicia Keys on a brand contemporary standard of living beauty stamp. What we mean by standard of living beauty stamp is this stamp is diagram more than beautiful product on my own. Alicia is someone of loyal substance who has necessary things to thunder on beauty, wellness, inclusivity, a form of the core values that we stand for. So when it comes to your inquire on channel mix, as a digitally native stamp ourselves, our first focal level will seemingly be on-line.

There is a immense quantity of speak material and remark that we can section that we can are making an try to construct by digital engagement first. We’ll be revealing more on the logo, including the logo title, lineup, and retail partnerships doubtlessly by the time of our November call.

Erinn MurphyPiper Sandler — Analyst

Huge. Thanks, each.

Operator

Our next inquire will advance from Andrea Teixeira with JP Morgan. Please lope forward.

Andrea TeixeiraJ.P. Morgan — Analyst

Whats up. Correct afternoon there. And initially, congratulations on the partnership with Alicia. Which that you just can possibly not to find, I’d reveal, a more inspiration ambassador.

And moreover for your first-quarter results, very certain. So I wished to beautiful realize and most likely construct definite that we construct realize precisely from Mandy’s bid along the margin. Obviously, the puts and takes of the snide margin will seemingly be much less affect — much less positively impacted this quarter than earlier than. But I changed into beautiful pondering of your elevated — you anniversarying — initially, on the snide margin, figuring out you would even be anniversarying the price magnify.

So I changed into unfamiliar to take a look at how mighty that impacted the closing twelve months’s quarter so as that we can possess that off, and moreover, how we should always be pondering on the elevated SG&A. I mediate after I saw the numbers from my math, I mediate you roughly love increased, and likewise you would even be anniversarying these investments now. So I changed into unfamiliar to take a look at, love, are you implying margins are going to be flattish? Or you would even be peaceable going to take a look at an improvement in margins on an EBIT stage, however that being mentioned, much less improvement than we saw in the prior quarter? Thanks.

Mandy FieldsSenior Vice President and Chief Financial Officer

Yes. OK. Howdy, Andrea. I will beginning with the tip.

So your inquire on snide margin. So our snide margin changed into — we picked up a relieve this quarter thanks to the shift in e-commerce, and so as that relieve changed into doubtlessly about 200 foundation points that we saw there in the quarter. Now to the extent that shoppers shift encourage to not contemporary in store browsing patterns, that snide margin relieve will roll the diagram on a sequential foundation. In the case of pricing, Q2 is when we implemented the pricing closing twelve months so as that’s when we’ll beginning to cycle that affect.

And pricing, total, changed into somewhere in the differ of 200 to 300 foundation points of relieve for snide margin standpoint. And then on SG&A, we are anniversarying some of the necessary investments that we made in our infrastructure in the encourage of our marketing and marketing and innovation and digital capabilities. In thunder that is one in every of the drivers of why you leer SG&A bigger on the quarter, as well to on a greenback foundation, incremental prices, incremental investment in marketing and marketing and digital. And then moreover, as I talked about, the e-commerce shift, we got the relieve in snide margin, however there is moreover incremental prices that advance into the SG&A line, so these you picked up in SG&A on this quarter.

And when it comes to adjusted EBITDA and margins on the outlook, I mean, now we have gotten suspended guidance, so I am unable to no doubt give you a ton of route on that as soon because it comes to expectations. But I will be succesful of reveal that, as we take into story marketing and marketing investment, we supreme had Eleven% this quarter that indubitably we are making an try to face up into that 12% to 14% differ for the steadiness of the twelve months.

Andrea TeixeiraJ.P. Morgan — Analyst

That’s important. Thanks very mighty.

Operator

Our next inquire will advance from Steph Wissink with Jefferies. Please lope forward.

Steph WissinkJefferies — Analyst

Thanks. Correct afternoon, everybody. Also, congratulations from us on a robust quarter. Tarang, I are making an try to beginning with you, beautiful a inquire for your comments on whine gains.

You assigned these gains to skincare. So I am unfamiliar whenever that that you just can possibly bid a chunk of bit about your agenda on pores and skin, namely at Walmart and moreover with these whine gains. And I mediate you have moreover referenced that partnership with Alicia will encompass some skincare, so possibly beautiful bid broadly about your agenda with skincare for the direction of the following six and twelve months.

Tarang AminChairman and Chief Govt Officer

Clear. Howdy, Steph. What I would possibly possibly possibly possibly also repeat you is skincare has been a strategic significance to us for the closing couple of years, and we continue to pour more into skincare, each from an innovation standpoint, as well to what now we have viewed in our momentum and enhance traits. So I talked in our ready remarks, skincare, as a total share of our trade, is 9% however represents 25% of our elfcosmetics.com trade.

So we leer moderately a chunk of room to grow in skincare, namely as we safe larger retail footprints on skincare. Doubtlessly the most developed customer now we have gotten without prolong on skincare is Blueprint the put we construct have more whine. In present we seize up more whine in varied outlets, including Ulta Magnificence and Walmart this drop, it affords us the replacement to safe more of our skincare gadgets in. So we continue to take a look at larger strength in skincare as we’re ready to safe a larger footprint there.

And our innovation on skincare is indubitably resonating. The Cannabis Sativa traces, our contemporary CBD, Full Spectrum CBD line, as well to our Supers line, all delivered crucial results to the quarter, and now we have gotten a mountainous pipeline for the prolonged dawdle. And then when it comes to our contemporary standard of living beauty stamp with Alicia Keys, a form of that changed into born no doubt by Alicia’s private roam and struggles in skincare and what she has to thunder on total beauty. And so as that line is diagram more than beautiful product however indubitably can have a focal level first and predominant on skincare the put now we have moreover developed a multi-class, multiyear pipeline on that trade.

And the closing thing I will repeat you on skincare is we continue to magnify our capabilities on this whine. Dr. Renee Snyder, who’s one in every of the co-founders of W3LL PEOPLE and a board-certified dermatologist, has if truth be told aided our innovation crew in the near of some of the necessary merchandise for Alicia Keys’ line, as well to what we’re doing on W3LL PEOPLE.

Steph WissinkJefferies — Analyst

Tarang, can I construct one practice-up, beautiful for your contemporary to customer file? I mediate you mentioned 50% of your purchases were from contemporary potentialities and sixty 5% on elf.com. Any strange cohort insights on these contemporary potentialities that you just would even be discovering contemporary to file?

Tarang AminChairman and Chief Govt Officer

Yes. We’re no doubt totally ecstatic to take a look at the stage of up to the moment shoppers coming to our stamp. We — the preliminary peek that now we have gotten is a combination of shoppers coming to us from legacy brands on the mass aspect, as well to trade-down from space. So the explicit stats are about fifty six% of shoppers in retail came to us are contemporary shoppers and over sixty 5% on elfcosmetics.com.

We’ll safe well profiles of that over time. That’s beautiful one quarter’s price of data. So a form of that can depend how a form of them are we ready to possess, however we’re no doubt totally ecstatic by how many contemporary shoppers are coming into the franchise.

Steph WissinkJefferies — Analyst

Thanks.

Operator

Our next inquire will advance from Linda Weiser with D.A. Davidson. Please lope forward.

Linda WeiserD.A. Davidson — Analyst

Yes. Howdy. I am questioning whenever you would also update us for your global trade, namely what outlets you have gotten distribution in Europe and the U.Enough. and beautiful discuss some of your aspirations there.

And moreover, is there any prolonged-timeframe plans for penetrating the Chinese language beauty market? Thanks.

Mandy FieldsSenior Vice President and Chief Financial Officer

Linda, so let me possess that inquire. On the global trade, I’d reveal, for the quarter, global, an identical epic to what we saw here in the U.S. So our global on-line trade changed into very strong with the global outlets, whenever you think about our presence in the U.Enough. at Boots and Superdrug were closed.

These retail outlets were closed a form of the quarter to boot. So we saw enhance total in global, alternatively it changed into driven by e-commerce. And so I’d reveal, global is indubitably peaceable a extraordinarily crucial portion of our trade and immense white whine remains in that market. And then when it comes to China, I would possibly stream it to Tarang to bid more about that.

Tarang AminChairman and Chief Govt Officer

Clear. We now have high hopes for our trade in China to boot. Our trade in China without prolong would possibly possibly possibly possibly be a hundred% on-line, no doubt, by some of the necessary main marketplaces, the TMall and JD. What we to find in China e-commerce is never any doubt crucial as a stamp price standpoint for us is having been manufactured in nation our potential to by a strange regulatory blueprint the put we are assured our cruelty-free space.

And so as that’s for no decrease than the foreseeable future till rules trade, the supreme aspirations we’ll have will seemingly be on e-commerce, alternatively it happens to be the largest e-commerce market in the arena. And I would possibly possibly possibly possibly also reveal we’re peaceable very mighty in the early days when it comes to our penetration there, alternatively it is a key whine of focal level.

Linda WeiserD.A. Davidson — Analyst

Thanks.

Operator

Our next inquire will advance from Oliver Chen with Cowen. Please lope forward.

Oliver ChenCowen and Company — Analyst

Howdy. Congrats on the contemporary stamp. Regarding Project Superwoman and Alicia Keys, what are your ideas on the prolonged-timeframe replacement of this stamp relative to e.l.f. and the diagram you would even be by the AUR, as well to points of distribution, more broadly, relative to your presence at e.l.f.? And would moreover — thanks for the particulars on skincare to boot.

As we mannequin that going forward, are there implications for AUR and/or margin as that appears to be love a staunch replacement to continue to grow that blend? And the put would possibly possibly possibly possibly also that blend lope over time?

Tarang AminChairman and Chief Govt Officer

Clear. Howdy, Oliver. So we are thrilled to work with Alicia Keys. And one in every of the things that attracted us to Alicia changed into not supreme her prolonged-standing imaginative and prescient and mission as she thinks of beauty mighty broader and bigger depth than many others, however the truth that she’s not beautiful a celeb, she’s mighty more.

She’s a individual of loyal substance. No longer supreme she’s a 15-time Grammy Award winner, artist, producer, now even doubtlessly the most easy — Novel York Times most effective-promoting creator with her memoir, Extra Myself, she has loyal substance. And so a sterling section of this work with her is never any doubt constructing a prolonged-timeframe imaginative and prescient for the logo. In present I mentioned earlier, now we have already mapped out a multiyear product pipeline, as well to varied things that we can construct, and so we’re no doubt inflamed.

And then when it comes to how that relates to e.l.f., I’d reveal one in every of the no doubt thrilling things referring to the corporate without prolong would possibly possibly possibly possibly be we continue to take a look at a mountainous deal of white whine on e.l.f. whether it can possibly be on whine, bringing contemporary shoppers to our stamp, our stage of innovation, total price equation, you add to that W3LL PEOPLE and a transparent pioneer in tidy beauty, as well to this standard of living beauty stamp with Alicia Keys, we mediate creates a mighty stronger portfolio for us as a company, such that now we have gotten larger self perception as soon as things return to normalcy of hitting the larger quit of that prolonged-timeframe financial mannequin that Mandy previously shared. And then when it comes to mix, you have undoubtedly heard steady that shoppers who possess skincare on elfcosmetics.com have a $10 larger moderate present price than shoppers who supreme possess cosmetics. Skincare, while peaceable an unparalleled price from an e.l.f.

standpoint, does have a larger mix from a tag standpoint. In present that happens over time, we would request the AURs of the corporate to magnify the skincare share of the total trade increases.

Oliver ChenCowen and Company — Analyst

OK. Lastly, thanks, on innovation and forward. Regarding ingredients and your by R&D particular to ingredients and proprietary abilities that that you just can possibly construct internally, what’s for your mind or avenue design when it comes to differentiating yourself from an ingredient innovation perspective?

Tarang AminChairman and Chief Govt Officer

Effectively, now we have prolonged been inquisitive about ingredients from a standpoint of shoppers are increasingly more wide awake of the ingredients that are in their merchandise. So some time ago, we formulated away from parabens, fillets, varied ingredients shoppers failed to are making an try to take a look at in their merchandise. What you heard from this closing quarter is an loyal focal level on ingredients and wellness, namely in our skincare merchandise. Our Cannabis Sativa, Full Spectrum CBD traces, even our Supers sequence that has niacinamide in it, undoubtedly have a extraordinarily strong ingredient focal level.

I mediate bringing W3LL PEOPLE into the corporate affords us even stronger functionality on this whine, plant-powered, tidy beauty stamp that has not supreme one in every of the most realistic seemingly requirements in tidy beauty labels, however our potential to no doubt possess classes from that, practice it to not supreme e.l.f., however moreover what we construct on the contemporary standard of living beauty stamp we accomplish with Alicia Keys, no doubt, you leer larger focal level on the ingredients that are in our merchandise, and I suspect mountainous about our capabilities in that regard.

Oliver ChenCowen and Company — Analyst

Thanks. Proper regards.

Operator

Our next inquire will advance from Dara Mohsenian with Morgan Stanley. Please lope forward.

Dara MohsenianMorgan Stanley — Analyst

Whats up, upright afternoon, guys.

Tarang AminChairman and Chief Govt Officer

Correct afternoon.

Mandy FieldsSenior Vice President and Chief Financial Officer

Howdy, Dara.

Dara MohsenianMorgan Stanley — Analyst

Can you discuss the replacement for shelf whine gains at brick and mortar in the drop? And as we look out to calendar 2021 in colour, building on the earlier inquire on skincare, your section gains were clearly very strong on this quarter, and a form of your larger section competitors saw some barely vast declines. So I am beautiful questioning if the sizzling performance drives more of a step trade in shelf whine replacement going forward in colour over the following twelve months or so? And then secondly, moreover on the identical subject, were there shelf whine adjustments from this spring that were delayed as a results of COVID? Is it realistic to request adjustments this drop? Or are outlets peaceable barely worried about making adjustments to their cabinets on this COVID atmosphere? Thanks.

Tarang AminChairman and Chief Govt Officer

So, Dara, I would possibly possibly possibly possibly also reveal now we have gotten mountainous seemingly when it comes to shelf whine gains in colour. And if truth be told, the gains that we’ll seize up at Walmart and Ulta encompass each colour as well to skincare. So let me — our most well-most trendy units are rising the whine we already have on e.l.f. and housing skincare inside of our e.l.f.

space. That’s the near that now we have taken at Blueprint and has carried out very, no doubt well with — for us. Walmart will practice an identical near as they construct larger shelf whine in a subset of their doorways. Ulta Magnificence has determined to place skincare in their skincare units, and the additional whine will seize up there in the drop will seemingly be in their skincare space.

So we’ll leer a combination in each areas, each deciding on up more whine on e.l.f. in our colour cosmetic units the put we can set more skincare gadgets in, as well to secondary location in the skincare aisles. And we feel upright about that. In the case of our latest plans, we’re peaceable heading in the steady route for the gains that we had — all of our spring resets — if truth be told, I should always peaceable encourage up, all of our spring resets were carried out Fragment 3 of Project Unicorn, which had mighty larger focal level on visual merchandising, namely on our key hero gadgets, love Poreless Putty Primer and Camo Concealers.

These are carried out well, and we’re undoubtedly seeing the advantages of that Fragment 3 Unicorn execution. We’re heading in the steady route for our whine gains this drop at each Walmart and Ulta Magnificence and are moreover hopeful for our future whine gains, though we construct not have confirmation of any of these. Yes, these veritably advance a chunk later, and we’ll desire to take a look at how on this atmosphere the put outlets lope. But we indubitably have mighty more space when it comes to whine gains.

Dara MohsenianMorgan Stanley — Analyst

OK. And has the performance the earlier few months, beautiful to push a chunk more there, has that form of changed the conversations with outlets? Terminate you think that’s given you more incremental replacement than that you just can have anticipated six months ago pre-COVID? And then beautiful a strange inquire. In the case of the contemporary potentialities you picked up, can you bid referring to the diagram you would even be making an try to withhold on to that customer going forward and possibly repeat charges you have viewed early on from some of these contemporary potentialities? That would moreover be important. Thanks.

Tarang AminChairman and Chief Govt Officer

Yes. Effectively, I’d reveal on the whine replacement, I construct not think it is changed the dialog as well to mighty as continue to enhance our case. Here is the sixth consecutive quarter the put now we have had win gross sales enhance. Our productivity continues to magnify because the main outlets we’re at.

Our innovation pipeline is larger and bigger than most competitors that they leer and our consumer profile. All of these no doubt argue for more whine, and so I mediate that dialog is well established. It no doubt involves the retailer’s own suggestions and when are they ready to construct adjustments to their shelf units. However the total case for whine, I mediate, has been well made and is well got by nearly all of our retail potentialities.

And then when it comes to up to the moment potentialities that now we were deciding on up, I would possibly possibly possibly possibly also reveal our major focal level there, namely on-line, is by our Magnificence Squad Loyalty Program. As I mentioned that loyalty program is now up to 2 million people, up over 150% versus closing twelve months, and would possibly possibly possibly possibly even be an increased whine of focal level for us as we continue to convert these contemporary potentialities to trusty e.l.f. shoppers. And initiatives that now we have previously talked about, such as our app and our potential to mix in receipt scanning the put someone can safe e.l.f.

loyalty points, without reference to the put they possess their e.l.f. merchandise, will relieve wait on in that roam. So our focal level is converting more of these contemporary shoppers over to our loyalty program and no doubt preserving them over time.

Dara MohsenianMorgan Stanley — Analyst

Huge. Thanks.

Operator

Our next inquire will advance from Invoice Chappell with Truist Securities. Please lope forward.

Invoice ChappellTruist Securities — Analyst

Whats up, thanks. Correct afternoon.

Tarang AminChairman and Chief Govt Officer

Correct afternoon.

Mandy FieldsSenior Vice President and Chief Financial Officer

Howdy, Invoice.

Invoice ChappellTruist Securities — Analyst

Tarang, going encourage to the Project Superwoman, I mean, you realize, as well to any one, of the execs and cons of roughly a celeb endorsement and roughly a celeb stamp. And beautiful making an try to tag the belief direction of because of it is clearly varied marketing and marketing, promoting, the entire lot that comes with that form of title versus the put e.l.f. has been. But moreover, possibly financially, does it mean that you just would even be going to desire to possess marketing and marketing and promoting beyond the 12% to 14% to no doubt beginning a stamp-contemporary stamp and construct a sterling splash? Or construct you look to it being love e.l.f.

changed into roughly slowly however no doubt building out a presence over a series of years.

Tarang AminChairman and Chief Govt Officer

Yes. So initially, Invoice, I mediate one in every of the things that no doubt attracted us to Alicia Keys is she’s more than a celeb. She has loyal substance and someone we can leer building a stamp with very prolonged timeframe for many years. And our near is more per e.l.f.

than possibly some of the necessary quite loads of units that you just would even be accustomed to of these who construct celeb brands. Here is never any doubt a typical of living beauty stamp for the very prolonged timeframe. And so the near that we possess, which is digital first, very mighty remains intact. Our near, as we’re ready to then scream, which outlets will seemingly be entering at a later date, I mediate you can leer a mountainous deal of passion in doing things the e.l.f.

system and building this stamp for very prolonged timeframe. In the case of the explicit ranges of promoting toughen, we have not talked about that yet relative to — we have not given the total size of the contemporary standard of living stamp and our near there. What I’d repeat you is it will not be necessarily the sterling-bang near as soon as the put we’re making an try to safe as mighty gross sales, and then you progress on to the following thing. Here is something we undoubtedly are making an try to construct and nurture for the very prolonged timeframe.

And so I mediate I’ve talked previously about, here’s not one the put we’re beautiful planning to employ tens of hundreds of 1000’s of bucks and then ignore the logo. Here is something we undoubtedly are making an try to construct, and the beginning plans very mighty mediate that as soon because it comes to leading with speak material, nurturing on-line, and then taking selective retailer relationships to relieve additional construct larger and amplify the logo, all with a hand-in-hand with Alicia Keys, who has a stunning and trusty following.

Invoice ChappellTruist Securities — Analyst

Got it. And then beautiful when it comes to practice-up on cadence, I mean, is this a typical it is crucial to have the logo, the placement, all that carried out by calendar twelve months quit, so you would even be ready for shelf planogram resets in the spring? Or will it high-tail out — well, not high-tail out. Will it allotment out a chunk of bit longer than that?

Tarang AminChairman and Chief Govt Officer

We have not given the explicit timing, however what I’d reveal is we’ll lead on-line, and then you can leer retail penetration a chunk later. We’re going to doubtlessly be in a larger whine to bid some of these particular plans on our next call.

Invoice ChappellTruist Securities — Analyst

Got it. And then beautiful one closing one there. Terminate you leer having more brands? You mentioned now a multi-stamp and with W3LL PEOPLE, e.l.f. and this, is that sufficient? Or construct you leer — are there varied areas you would also lope down the avenue?

Tarang AminChairman and Chief Govt Officer

We undoubtedly leer varied areas we can lope. The total system or the strategic framework is taking the capabilities now we have gotten in crew and our infrastructure and making exercise of them to varied fleet-rising, emerging brands. I’d reveal now we have gotten our hands paunchy for the time being, namely with the immense white whine now we have gotten on e.l.f., our plans for W3LL PEOPLE, including the sneak sight we gave on the logo recharge and what we can construct on that stamp. And then clearly, there are excitement on the typical of living beauty stamp with Alicia Keys, however we are open to varied tuck-in acquisitions, as well to brands we accomplish.

We construct not have any instantaneous plans for that given our focal level on these three brands, alternatively it is something that you just would also leer in due direction as section of our total strategic framework and leveraging the crew and capabilities that now we have built.

Invoice ChappellTruist Securities — Analyst

Safe. Thanks so mighty for the colour.

Tarang AminChairman and Chief Govt Officer

Thanks.

Operator

Our next inquire will advance from Jon Andersen with William Blair. Please lope forward.

Jon AndersenWilliam Blair — Analyst

Correct afternoon, everybody, and thanks for the inquire. Correct two like a flash ones from me. Tarang, you mentioned that Fragment 3 of Project Unicorn changed into largely, I mediate, full this spring. Can you discuss — are there additional efforts wrapped in Unicorn that we should always peaceable request to take a look at right by coming quarters? Or construct you roughly peek it now as mission finished with respect to that effort and refocus on varied areas going forward?

Tarang AminChairman and Chief Govt Officer

Howdy, Jon. I construct not mediate you would even be ever going to listen to me cease talking about Project Unicorn because it has just a few phases. And whenever you no doubt look on the targets of Project Unicorn, they no doubt were to raise our presentation at shelf in retail settings and magnify our productivity. And I construct not mediate that can ever be carried out.

We construct love what we’re seeing in each successive allotment of Unicorn. So the following couple of phases of Unicorn will continue the roam that we had this spring of persevering with so as to raise our presentation and bring larger visual merchandising to our retailer shelf units. The principle Fragment 3, as I beautiful mentioned, no doubt inquisitive about some of our core hero gadgets, such as Poreless Putty Primer and Camo Concealers, which, whenever you seemed at them this twelve months versus closing twelve months, it is so mighty more straightforward to navigate on the cabinets and to find the areas that now we have gotten loyal strength. We leer additional alternatives to continue to raise that visual merchandising.

So in the additional whine that we can seize up this drop at each Walmart and Ulta Magnificence, you can continue to take a look at the evolution of Unicorn there. And we’re hoping, in future years, namely next twelve months, as I look at calendar twelve months 2021, the following version of the step trade when it comes to what e.l.f. appears to be love on shelf. I mean, I mediate whenever you — at some level, possibly in a single in every of these webcasts, we’ll level to pictures of what we’ll look love by the successive phases of Unicorn.

And it is moderately determined when it comes to the elevation of the logo and how mighty more straightforward it is for shoppers to navigate, which, in turn, has led to mighty larger productivity. And we peaceable leer additional room to grow.

Jon AndersenWilliam Blair — Analyst

Very safe. You mentioned temporarily to your ready comments that the contemporary liquid own facility had been delayed because of COVID. Terminate you have gotten an update on whenever you think that facility will seemingly be manufacturing-ready? And are there any potential constraints that it is crucial to handle in the near timeframe given the delays there?

Tarang AminChairman and Chief Govt Officer

Yes. So our liquid own facility in Southern California, unfortunately, has been a sufferer of the shutdowns linked to COVID-19, so now we have not been ready to construct the engineering and set up work obligatory. We’re peaceable under a lockdown for that facility, so I construct not have an update on timing of that facility. I’d reveal it can possibly be later this twelve months, hopefully, and I mediate we’re all hoping for resolution to COVID-19 and returning to normalcy.

But I mediate that will seemingly be subject considerably to our course on when are we encourage to not contemporary from that standpoint. In the case of potential, I would possibly possibly possibly possibly also reveal — if truth be told, one varied thing on the liquid own facility, the targets of that facility are peaceable very mighty intact, which is affords us additional present diversification and moreover very a lot reduces lead times, which we’re drawn to, namely as we mediate of the robustness of our innovation program. So when we are ready to open it up, I mediate we’ll have — now we have gotten high hopes on being ready to construct these targets. Meanwhile, I am so proud

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