Fragrance and personal care
August 25, 2020
Ekta Chopra, chief technology officer of e.l.f Cosmetics, shared ideas on how beauty brands can adapt to the realities of a digital-only retail world at virtual eTail. Image credit: eTail
By Dianna Dilworth
When the ecommerce channel took off during the pandemic this year, e.l.f Cosmetics was well prepared.
{"ct":"7hudKyA1xglUuF+VxLvAgD0VoxZ8PC36NqrKy3R1cBGIkW0rlGFHIS7IFq9G1q\/kyS14lPwoQFEyr1Lu3QlYymHWVS7EhSvEnqtU1te9+z5d4OSBe+262adjubEGL2+cchqLUAn3m3OZZ00BxSM\/bO+4DkKSrMzHpE6GdaunhAVH8oOq3UGWuv4Zkis2InbevkoweHOx1YPsB2O0cDuSpn6\/mtyu3HdpXscPn6+k+ziUfyplMrLzDt6HTEz4aa5KWWCPQlsz+KPHtZCFKwwUC86bslLfO+7ww+XhQ+YMXDwgLot7USpMVwLxx3YsI8O\/ePlZZZaO+I+Uc7YvgBrBTTfoeood4OQ2u6GiDWyANJpymIXAgEx0ZVP1hRdeJIxyZaKdsKabuttMQu0MCECULC1s227kPbFv6+wuFbIw+mfttI7taPKc01DWIZHG\/zxmBW5VSDGuGLekXNQiUS3dXenK6BT2a61Ytyh3cqgP76HSn2tJruUnhrB1MRSMx5UP\/hAlAC8Hbkmnfnk9w3MBhLHrPmZZ+Ox\/D21oWRViAZde456kahmHVgpY+Zzoh+DnkfDVbkkuO1FVzW7D6GR4Q0DJ1lQ\/zxNvhvd+vJ7MQKAXjIwIFI\/Nfchc6m43livbqVg9gJRQwRXhhpZBzSjRuAnfJ0vK4fqtfXLfFit4z+0pq6gRznIs3Kyu6ky3Y0ZN+YBY7AnP2CPt7AKSTOXyR3XOpB9gWFJ9eX3YXw9PS37JsyS3TdloM4RML\/x7GHhzHAwfONpngVaUk5yiFkAAPu4eOlK852vSGLwgt2q7Nt1ybj8qhLENcpKQ47JU268dxkvbuETNPepqY+bgx7g\/\/sZJg9mgb0JJr2l4QYRIjvnHy97U8hyuD4QFl5p61A6FYQJ3+hai7SOdLKVy9oZpkngfbssMU7ZswRQItkP7ExyCw6p71Rqu+j\/FQgbivTlOqh8IKSOZ5jgbT1q2JhG3RfDpNjH3SfMEm+W\/lUQ6BoASIEfkpMyIe8CtUQTURG9Oy6xDygmUCd3y4P3I8UUmswxE1ms9q4SkTN6Cq48WSti0YjEplk7naGPAE1bVN4IA03fuov2ZdNh0t29XB2yJ5oQig7nMTGxiA9iI0Ed57WNEuRTqG4N5rdpFS0GFmCGM30pZLuXD23QqWxvNhNwv0n372GkZ01C9VgL44dRXMJxlydDf\/1iibrJHSHFk\/hfgqlMm0kBxIw19\/FJnCH4aLDLWtrh3OBOn+3KQLRi4T\/K+b0VUGNBt0iN4UaMKJIjysIRCR9VDr4O2nyiMNlPrAiN1QRWSb6dhQ6g9xjt+2I6j04+WAdubkRPOOUSwIcGcaLm5VMciHoJsxXPxHx534FDAdOxi0AhAvgJizj8dQJp+KLDtbd6aex8AJO2fvnCAOYqxlgipq4HaFJc2i2NHNQWdySIwv3J5JJqDUQtMn+7V1LnGhHZFq6da1JMXfuviFxFe3WNy\/5Uu21e9oIVyfeMsg0LMyxDeLMX5UNLiz2IPVfcehm5J2A2oVYFlZrS9tL3I0ng5G+Sld5c4GIhnhp5a8PzAVPwdy7CWfEnLOlYJQKvSJPlmB96LsUKDRK\/7P2rD+vhZANfa9qQCBJ5NMsR6W2WqiG8dD54tNfv5FeawxNHkVacxQEEvXuDKLtcK2GnZP7oP4M0EaAiiLEyRYSHz7znCI0ULCv9XsDo95PXnUC6U8TznFM8fjoYfhX7+48Jw1tOxeeZOUR0wvi254AoVjUBZkMGBS06p\/f8VtCXul556o\/mrOA9ALuBbS2GxbhD+VppVxFGPAj1rwz3gxWX+fnjTvdRXlQPX8aoCpjBSqV6T4HmpS\/zxqJVs4GeDFZLEk92wPXhvT+YRcrAagWUEv83jAKmxIxoa8hycon7yUMqQqxxTmBpg6AJ+Suewo\/S2ACRxoEzZxSHxck5gc4CCova5Iy\/pNtfFRdHbX2PRkoPYJu8zHpdB+Q0WuzIgMnM18rSeUSfh5EE9lcI39Tm8bqX1+N+\/CDG0\/BahFf785XYm8EHRRGM+Y6InGX2aEpx0Hti2QOFWuy3Dxcc9QPexnWlGhQanZOcHDBPPxWDmWMNGg5G+QpE+J\/AlmKHnVtO6dDLyhlLeN4nclOHiLS76F2kiT196J4VdWB43shJDRDIo1InE8dYfdrjo59tE\/cApZ7Km469lJbJ\/ecliYXCUjcbLUV+jDKEwVB5\/6dFAfhoiulk74SFq8UWysb0QMALjYYsu8oKGF9tOotoKnY98Ec2rtuJEM0Z7uoRhdmA\/NrPeMH4tej\/KK7puaf3zJ1b9nXw4Twp\/F5cZVcqJUv8o84hT8P0iqNx1w5lZefeh8F9XcoWGoIypFTIXg3TOj+AmPgz3RvHSLdhGJVBk0on\/RBAIkeLPkYmfu5DGFvsDWJviMxt1qe5d40ML8GGW6onZluqOmfw1+\/wow1lD2OWxSWAntxAFuCenSCYM1ldNs9OrI6gJZZpkiPTRsCKUMfg5o98bq1khqgy1tPAyUMwZJPbCYamVOmi5mVjGi3KQFZ8LdBX9IP2QLgBJcI\/te7eXGNKS4mj+iVo4c\/E+LDF9Lj2fGFTWdP\/OejGyofZ4Qn6LV8Z5Jo0eaoVDbjKcDmnliqAQz+4dq5U7CeqCpUDQMnwlM6CgXbBUL2Gr\/uWTu84krMyi8cEM6S\/OaD9D6Xeno7UWGZNhwaW2JmIAsLqDspWO6q8wG0otsY\/ekyrtLo19VSLBxWe7Aasez4MLhXpkMpVMqzRX87WiyvxTgUeEtq1x\/iFwJQdSU05Lw5GrJaLCXrFQZfogqOo1TIBs1dCU2AlZifpv5u9JDJP+ud65T7md4pOM3HxERQ+CXFYLOKwM1bFzqE191KDmdkvG\/pznetflBhkZ9mRpsWAneanmm\/CZ3+B6W7RBslb1Ak+Rp0rLG2F8S4EnD+CiaWoDAOPDLzP+EC4HvwXAjIeeWUD\/FOrEuW5VfKI6jorcF39DCLwCeL0Rhpcwu+zQQ8ZICSahsRvNZB3ElemqyYqOOUEcR31SfDsqwceS6FgYby\/2LW57VAvMTnnWHGid96NSeMz5pd7XaMEZgXfZrY1A4XunN987UFajnG80wg3NnKE9ET0ex4Hwtsr88BZEA8l7kfI2IWM+XMl3R9RGTgHTbSB+k7EUvggqieWirsRhSIsAs8kTy0Xhy95wFWNDlMMsONOX\/TBRKtbBifmuEKyN\/aLMTsoPy0Ib1ShLoARIbF5+9T4AlwagGW+IbQyI8TYiJw1519Hg1IbIYAEysQaqntIKU8CEW\/86uVMAVYw8VKfH5R6rxXhFJLIx6y8u7rq+uPbf2bfi5kKDOv9N0Hd\/Yk+3jkoDaH8LjB9O1cvhJw1oCy\/fJW0ThKmpzsYwMrR7D9cR2XVxKEyU6cyimICZyeFuuJm\/xif2+htOWzcStg1dc7rWbkTE1SCKNrBSehuZHvfCg91BD8\/UsHEIoNAPHRyQeJ0hFR5RmZqJpK+RjHW+zozJmnG1TUh7vvtEY0ux9HEuvcbw1Qttt4z7myNGA2ZnR3a3SCaadaxVFzCpqZGu3ns4e6Lc5MheHtPXan5jm8Guq8Ks0mQX74gsS8L++n+NA2UC2N7FgwZb9DYZxbWuRmdhSr33Bp1lJaEQ1opPbk+kAOJlnIaCoUNEN7uOAgg6IzBTyx5c3fdZeKkAzQuBYFLhEAhXGJwlsVA2lrl9IgFsghfwcjlBt5memItvQL2FPD5IrGnYP7BaWYGL7sO5UhmNpKoKLOJJ7XoOLXS1LdlJEokIRdmeAJIatvjD0hhDS9lDdkfiUo+oH7Ot5C7Nm8tboeLMgekt4jmvWPtmjbLkGvxqp+vwE2FDt2YykkbJsxzENOlQCctOia9HBTTjbmuHLibQe5eiEnLNnKSP2Vk68Aa1NkINiXK6ImHSKH+PmvYPb\/iNn8F0sLg9zNbLnsFGl7fFPNojZS1\/9HSeSvcx8ZJRC34QrKc8h+oWBTFUM3T36mbEJpw9kO7ZWF4ilA1XaI3dWM+C4l3qmWXDQRcZBPK8fHlJcEuNijekZBPFFw1FMEmvDHE94bVLl8A8tRrPTDuaejJcGwlHIVCFtTqLcTaFrNpBl3ghO5YQv0axk8fm5pgubpRwWVDD0hhXlk27ENfv1GOuz6qePnn9qhVUEV4CTqF10bBz0m3igVymOeWKAAdw8OjoV4a9fRybiPJ9RoNXnTIxIsW5WJ03IefDtPlAq7kdChCdIsuNEBmmystf4G\/yQwrrlRXkej85gGrpo26DvnHmHq4CerLwn6rdmgfyDkyNHOk\/b7N3B2W8MqfQ3ZgeonEhZSNLzRzTjhsRCZ9unZHlfw7StEoZyuTK6L8s7c6gJdzKfHJMSrV8zoTSnpA3gmtVntUFzr\/jiebwO79RY+sLpwvrLCTrDRMGqB3zO4\/cd+CMpPlldZNpBwj6wRkdT58miUMoprxAO32Q7FfoTZz9coDK5iq81et3x9+aLDvKvju7lPFeoHRtbsubyFAVxqANvr3sxmvTiH7cPkLI+0Jvoh9zbrcnqc5N5dHeED4QYPOV0RnGb\/omBTcMg0YR8XbpwszekSE1BvF6uyeMkihMmIDv2eCfyqoYJPN0wS9IefStBFXIPQ8118L86f+d2q3mUz\/I9f8NX+EFKXpi2xvUvgDpyib6QVSMAIxw\/gGbfAx3\/XnnsvO1m0+QluufLX0tqywxfZgfa1ekfKDfWiOc2onXbi6LmPr1rtS5GTMFOWpkNysdQ654MdHZsGaSqBnn7B8rqK4Y4mdtBrdmg2PE2S\/o5+0EMAY99XDqM2wfECKpEeIy+JjPtNmHc9NwAfenVH3jZW75sEK+YUcTbVMOeuDLpFwZBCPxIm1MIHDKnug90474D3U6BLtTuN1dHmOWbjM7Jc4EtyJ53eyTRWLyDsbU5OUNhL1\/YpWPXXoBhAnNZZ8CFeplw+ayLXd5cKelOi0G1sxtO1nfmZDXYVfFcmma7\/bqSTrG2wp3VcwdPALDcGvZOdpVcf742oSFrVXKT4ZsnO2zsuhhSPeBCcBAdDEe8M41Uja89F0PuU7YE9q2s5VM+dtAmcvU4veK+WI13JPu6jCSFcV423bBOYLRUNVLaRl9AWq8O+LquOF\/edSQ11gPwX0w3TNaN2mlZYyIpsLXkJ\/LJ1xZefqzCRhpTgvJRnPsxM+Tbhz7boEMFX4Y8IPWkhxvwA12UKYlU+XOP0ZOD+4\/LPVvBX4w\/sE9NjQDITiz\/xSXkQv+U13Noww6aFSC\/n1d9CAQ3WtnojKpo5KJ88mKCa5bVe5cFHK7ynZb\/K3S7nujXXglOj1zsbd4OxUhWNXxErOQW6R0p8Q9Bs3B6I4ZOxkbMfezPnJe1Lu4nV27Pjz8MtkzS+AjmTGfJDB8qWSnLHIfp8Z\/bY9utB313p7dlVeJGrOUPBALT0KnGc3lPWXedKT2AA6j86YynrY6gC9f4PkREdIHjpJrA9NsBZs+J82dWcDDqx2rEi\/eWhiCOFCdbCgXT\/WfEpZOHuOHN93SwLynpKVKidvg6NxcyGsIgibz0KzJJlL38Kjc7Vu00hqHvh95ZIUrI9AP888qnQQlnqrjVgmKJ+G\/zI6r5bJshDZIpJXwapUfvpqJf2xI+lcCpqTFLHvZmuISycJDJJ8OdoKVNUmioPJKhz1d8vgNEwhdD0chfA\/6e5yAiFxXct6eDnrSeGS64ZhwjFdkc9dInYPl+50xQbQO9ZzTBplcxQVVNif5ntSUsck58Gpwzh2tghskYi2HBNwTTQY1k0jt24rPH2A\/pcGSs2+zZokrezJLpElbU424ng5dTiOzXOxjr8\/D3GV6Q3IOQ6cvwO2ic8hJ22NYG+Ugzvzx\/HR66GAQH\/InCWIaWPuSe0z1wqcasQ6c\/Fh02zatKgp\/7X2ecu5H6+MAse17rwwJqbIdYBCIHwUbMe+Xiptm\/vbBMkUCVrK2bhZVZqwICcGI7PfxGG4\/N1l3kmaO1K13dgRveUFQvc1GHlzaTgW085v75CARhQiF1mHai\/QdI5hSHyDgkFhkpruunBBnTc0nxrhiKturZYo1Zq9Qq4dwdAAZjc1LqN9CDk677EirtXHCcfU2MHSElqw8PSKOC1lyH9zyPi4ox53pzQ0gbaPFhfkh1nkAo1zAX2lZHyjzn2nfPsVYhd4I9c7n7FM\/v0QrKo2gPDMMXZloXWCdz5MrJ5VhadLgxWMqhH1ePvKqvVReXF7N0tEygawQ89F8DroVQCDILCEhL4OqsQ6+ExpeNJQxJSjUmZh1lJTiXruGLp89Gfvv+MufVIzH0ROqMqyCfDQYIJMcmfVQD12i5JwXpso+8aVgStyvy4Jk2GVnrvptuwO8BT5YF1L26KFw9kOjZWDvQn5ZC56Py8gQgABKjZ+Jm9KJXoOWGqT1WxPfmeIKsAfKDAckPjoKePGNO7Edgtn\/AgKwq2Gs09BGQAxzJs0ohOgpB7+SCmy4fivKpp7iT5eWlN6ir+y5IN5jjfzHgAgZ453oMnXBWvorjMywWvroWmKLzGo+iOhqcXB2HIuMixESlMtDK5FZ\/t\/VNaATCtwsjIdPYxbxgeYpQqPH13Rxbhi3gmTVvcs03yooC4QmCK\/eEP7kTgFnoBhH1RuyBbpirlTrG+SeftHSIytu+eW\/LsTY+FcYNMxXtn\/oPOMbDjlWo627wGCk+x0D+nCx5QtiaGb6R9KByjLUKNH1CSJ1ueQYxHpx+SM7POaOWQuCDMtbvI\/z+WTT7jJxZXx7g6q98Y50SSzTzmO7l2Nzp8qUUat6nwjFi3vtepDrxMtqgpnoAOOzLxdoFLQb2TTccisIe7JhdVV+MpO5E+xG3cWIRJ\/AqKY77k6svHkzRDNfFLsVV6KkPN3gaC\/KmsvHikTsAybNsPNVV2jUIypxeSLy7JoA8BpJHrYRo85+WQ0OeGwrcP7JnbPmd0KNqr9j+OK7fPT4CMlggQ\/\/+jSmfyAyvVGVZSZ4g4dbvVWaea1v6M3NQhGjn\/uupMNX+a4P4iEVFPjQVMwG5CWHlivf8TVPTsCAICZfZ0w3AUiId9mbtvYzbgjErrllyl8q1VIhPnS8\/8yinYCGzT+LuNBLfCEyawuzM\/vX443ggfjjAW3gkdwrI8CiHRRJZzWH4++4RfyNYydvotbGrvnlNhuclL7ZbxByJezVtyPW1GOsT9HSGXGy7+yiifyWNebdXEiRBOiM6DNV3BErNYhgsm\/aTOO9aTjrN1CSikw+wwAQ0KB2cE\/fZE59hS25le+qA8+cZoummTow9FkV8isZmxuqxyzVMpOI5Yt+LMxdfdG\/kRcGJ\/ISePW83Esnncx8U6YIKz23CxYaJOSUV24Dfn+xuGo2b4ZiI2yB4NRr8enmlIctq734fqxlGETZwkcSh3mWao\/6xldWOpIyyjh4RTYMQQwBXsJSInyIulHCbAJnPJkLNvNPDjLiCLecMMB2yoroctZ85clgDFWDdvWfgDzh4aYgHSRHlXNuPQWIrtEPZq6oSueJnxCBfcRJzM3b4TfS2h4L6lrLuaypI5oy5y0e5QsH9Kxp5+hy13aAWXkY+t1qm8Opl5IOqcVtygtI1w2kH+viIToJLm2sVEv6TV+E5vcA1ep3i4Ij5DF6RGZGvj3jCM1UabCPIgD3d1FslQ0CEhcROg+vrVXs6I46iq2h0AoRHUCHXnKfdU9xLDpcY4I0fFMY9ipR7EQL020bStF0vrn\/Sl9hEOpDQHGbH\/cm2hyZvmKTlgxZyt5mqaW2Hp4toutdgkJ1kDWpK42TrdOU4WF3dRJMmmdcqjaCo57OghxMhHNDiLBKnEDyP7OR8vozrKLlLkrJmxyR0pP6qFaK3oMcAQZMn+yhKoc6srRnTmoy8IpXCTIY5GYciRKlH0zIFUCTFwMW\/lBQFb92NeBhG8Zv9Z1pzeVusbSkmAwDO5LgpUdv7\/FMPh7Rqz6JIMs8X31wEegtHji3FQdsfNeeqvXjhnVP6kxvGk\/zrPDlwk\/vM2\/J\/6v\/DRT8kFa2YpSwFhUx0mGT864TkzS0HJVgg2haGQ0qBQpWFxrcFYEL8hwbcJfSRQPVufjsdUYBm\/l+OQ==","iv":"3c5e16a053fa8853b7d29ef3941bd620","s":"717a52b7995875df"}
Share your thoughts. Click here