began to invest heavily in email marketing, and its weekly email campaigns are considered by eCommerce-Guide to be the company's strongest promotion. The company offers a near-constant supply of promotions to its customers, largely through its website. Subscribers on the mailing list can earn points or gift certificates for making web referrals that turn into sales transactions. Shamah claimed that as of September 2009, more than 500,000 friend referrals had come back to make a purchase. It also frequently hosts online events, and since 2010 has asked customers of all ages and ethnicities to submit to a casting resource to select a yearly model representative for the brand. Four selected individuals are brought to New York City to receive makeovers from Achelle Dunaway, e.l.f.'s Creative Director and lead makeup artist, as well as participate in a photo shoot. There are various cash prizes for nominees, and the winner is dubbed "face of e.l.f." Media presence e.l.f. products have been favorably reviewed in dozens of major magazines, including Glamour, Allure, Self, InStyle, and Good Housekeeping. A segment on e.l.f. premiered on the Style Network as well. The business has been profiled by publications such as Entrepreneur, CNN, Retail Merchandiser, Information Week, and The Wall Street Journal. In December 2010, the e.l.f. product '100-Piece Endless Eyes Pro Eyeshadow Palette' was featured in "The O List: Holiday Edition" ("Oprah's Favorite Things") in Oprah Winfrey's O magazine. The magazine stated the set included "almost every color imaginable," and the product quickly sold entirely out of stock. In January 2011, e.l.f. reintroduced the product at half price, or $10. Campaigns Breast cancer funds During October 2004, just months after its founding, e.l.f. donated 20% of the proceeds from its 'Shimmering Facial Whip' to Win Against Breast Cancer's research and facilities. It also provided "Color Therapy Care Packages" to breast cancer patients in inner-city hospitals in Los Angeles. PETA The brand only uses products that are cruelty-free. In 2007, it was announced that e.l.f. was selling tweezers in a faux leather case that read "e.l.f. Professional Supports PETA in the Fur Free Campaign. 50% of the proceeds from sales of these tweezers go straight to PETA!" CEO Joseph Shamah later earned PETA's "Trail-Blazer Award", given for "compassion and commitment to never testing on animals." 2011 Japan earthquake and tsunami e.l.f. Cosmetics announced the "Mi & You Can Make a Difference" campaign days after the 2011 Tōhoku