– includes "every-day" makeup supplies at lower prices, in an effort to be affordable. Sales Retail e.l.f. Cosmetics is currently available in 18 countries including the United States, Canada, Australia, the United Kingdom, Saudi Arabia, France, Colombia, and Spain. Products can be purchased at regional drug chains across the United States and Canada. e.l.f products are most commonly found in Target. In March 2010, e.l.f.'s $1 and Studio line of products were placed in over 700 Target stores, with most individual items prices at $1 and $3. Another Target expansion to include most outlets happened in March 2011. Other stores include Kmart, Dollar General, and Walmart. e.l.f. is also sold at various supermarkets and women's apparel discount retailers, often in four-tiered spinners or "fish bowls" in impulse-buy sections. Website History In 2004, the company was having only partial success stocking its products in retail stores, including dollar stores. Glamour magazine wanted to feature an e.l.f. product but told the company they couldn't unless the product was nationally available for their 2 million-person readership base. e.l.f. Cosmetics at that point had a website intended as a product showcase, and that year it relaunched the site as an e-commerce site, quickly shipping out thousands of orders. Since the premiere of the new site, e.l.f. products have been featured in Glamour over seven times. The website is now the brand's primary sales vehicle and accounted for approximately 50% of all sales in 2008. Features In June 2007, e.l.f. launched a beauty blog and advice column that touts products (not only e.l.f.) and talks about celebrity sightings. Since then, the length of customer visits to the website has tripled. All product pages on the site host a "chat now" button that lets customers connect directly with one of the company's in-house professional makeup artists. The site hosts a "virtual makeover lab", where customers can digitally test products on models or their own photos. Customers can create a personal profile, publish and comment on blogs, converse with other customers, and access a beauty encyclopedia. They can also create a "beauty profile" and are recommended e.l.f. products according to their skin type, hair and eye colors, and typical beauty regimen. Also included is the option to create a wish-list that connects to Facebook, or view educational web videos on makeup techniques and styles. The website currently includes over 2 million members. Promotions In 2007, the company