Few brands have had as singular a focus on social media as e.l.f., a cosmetics line that does zero in the way of traditional advertising yet has strong working relationships with about 500 bloggers. As the CMO for e.l.f. (the acronym stands for Eyes Lips Face), Ted Rubin is known for his active use of Twitter (where he has 20,000 followers) and his responsiveness. Brandweek spoke with Rubin about his thoughts on traditional advertising, social media and why larger brands like Coca-Cola can benefit from e.l.f'.'s strategy.
