Estimated Net Promoter Score is
Eyes Lips Face, also known as e.l.f. Cosmetics, is an international cosmetics brand based in New York City. Founded by Joseph Shamah and Scott Vincent Borba in 2004, it sells products largely at $1, $3, and $6 price points. Items include bath and skin-care products, mineral-based makeup, professional tools, eyeliners, lipstick, glosses, blushes, bronzers, brushes, and mascara, among others.
According to the company, its products are 100% "cruelty-free", and it supports PETA's no fur campaign. e.l.f. Cosmetic's products have been reviewed in Glamour, Allure, Self, InStyle, and Good Housekeeping, and are sold in 17 countries and stores including Target, Kmart, Dollar General, and Walmart. Over half the company's sales come from its website, which doubles as a social networking site with over two million members.
NPS is a customer loyalty metric that measures customers’ willingness to not only return for another purchase or service but also make a recommendation to their family, friends or colleagues.
It is a powerful and effective technique, which can greatly increase a company's revenue if used properly.
The main advantages of NPS are close correlation with a company's growth and easy collection, interpretation and communication of the data.
Net Promoter Score is a number from -100 from 100.
Scores higher than 0 are typically considered to be good and scores above 50 are considered to be excellent.
The industry average for Consumer Non-Durables / Package Goods / Cosmetics is 0.
The final Net Promoter Score of a company strongly depends on a context in which the satisfaction is measured.
Consider an example: If e.l.f. Beauty, Inc. sends out NPS surveys immediately after purchase, they are tracking their customers' initial excitement and the checkout experience.
On the other hand, if they survey their customers a few weeks after the purchase they are also tracking how satisfied their customers are with their products and services over time.
Therefore, comparing the NPS score of e.l.f. Beauty, Inc. with your own without any further context is not that useful.
What is extremely useful though, is using the NPS methodology to track the satisfaction of your customers over time. That's where Customer.guru comes in.
After successfully using Net Promoter Score for our own e-commerce projects, we have decided to let anyone benefit from what we've learned.
We have founded Customer.guru in 2016 to help e-shops, SaaS services and startups better understand their customers, improve their services and increase their revenues.
Customer.guru is an easy-to-setup tool for tracking segmented customer satisfaction using Net Promoter Score.
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We have estimated the Net Promoter Score of e.l.f. Beauty, Inc. based on the publicly available information
including the sentiment of the company-related tweets, 3rd party reviews, and Alexa ratings.