Groundswell, Gatekeep, Girlboss: How e.l.f Cosmetics listens to the Groundswell

I always wanted to be in a focus group. I thought it could be fun! Having people ask me what my unfiltered opinion is and what I want to see, sounds like a dream. Like a kid in a candy store. Well, anytime I comment on a brand's social media account, I am basically a part of their focus group. I give them my thoughts and ideas and help them figure out what their consumers are thinking. And I am not the only one.

I am a part of the 'Groundswell.' Defined by Charlene Li and Josh Bernoff, the Groundswell is:

a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.

The Groundswell is a feedback machine. It is the focus group, the survey, and the online review. As consumers, we make up the Groundswell, and it is the job of the company, brand, business, etc., to listen.

Listening to the Groundswell

Li and Bernoff mention how "The most thoughtful people among your target customers don’t want to take your surveys or be in your focus groups." You can't blame them. It's a lot of effort to get someone to say something when they do have anything they want to say. This is why social media is important. Take the makeup brand Elf for example.

via Soleil Summer

E.l.f Cosmetics is a drugstore brand known for its affordable prices. They know their messaging is important on supplying cruelty-free vegan makeup, that is not expensive. Recently, E.l.f has been praised on TikTok for responsiveness to their customers. Whether it's a recreation of a higher-end product for cheaper, or bringing back old products that were highly favored by customers.

These comments under this TikTok video comparing expensive beauty products to the e.l.f knockoffs are all in the brand's favor. 

comments via TikTok

For better understanding, I will tell you the price difference between products. The Hydro Grip Primer by Milk Makeup retails for $38, while the e.l.f knockoff retails for $10; Supergoop's Glow Screen is $38 for 1.7 oz, and e.l.f sells their Suntouchable Woah Glow for $14 for 1.69 oz; Laneige's Lip Sleeping Mask is $24 and e.l.f's Holy Hydration! Lip Mask is $7.

comments via TikTok

These are significant price differences. These consumers are thankful and amused by e.l.f's willingness and effort to supply products that are affordable, while still offering a great service to them as consumers. 

 

If you scroll under e.l.f's TikTok page, you will see comments of customers asking questions on a product they would want or want back, and one product kept dominating the comment section, so they brought it back. As a brand, e.l.f prides itself on listening to and engaging with its customers, making it a personal and intimate experience. 

   

via Tiktok

They know the influence that their customers have, and how positive interactions can help feed the Groundswell. E.l.f Cosmetics does an incredible job at listening to the Groundswell.