e.l.f. Magnificence, Inc. (NYSE:ELF) This autumn 2023 Earnings Convention Name Might 24, 2023 4:30 PM ET
Firm Contributors
KC Katten – Investor Relations
Tarang Amin – Chairman and Chief Govt Officer
Mandy Fields – Senior Vice President and Chief Monetary Officer
Convention Name Contributors
Olivia Tong – Raymond James
Dara Mohsenian – Morgan Stanley
Invoice Chappell – Truist Securities
Linda Bolton-Weiser – D.A. Davidson
Anna Lizzul – Financial institution of America
Andrea Teixeira – JPMorgan
Susan Anderson – Canaccord Genuity
Korinne Wolfmeyer – Piper Sandler
Ashley Helgans – Jefferies
Oliver Chen – TD Cowen
Rupesh Parikh – Oppenheimer
Jon Andersen – William Blair
KC Katten
Thanks for becoming a member of us at this time to debate e.l.f. Magnificence’s Fourth Quarter and Fiscal ‘23 outcomes. I’m KC Katten, Vice President of Company Growth and Investor Relations. With me at this time are Tarang Amin, Chairman and Chief Govt Officer; and Mandy Fields, Senior Vice President and Chief Monetary Officer.
We encourage you to tune into our webcast presentation for the most effective viewing expertise, which you’ll entry on our web site at investor.elfbeauty.com. Since lots of our remarks at this time include forward-looking statements, please seek advice from our earnings launch and experiences filed with the SEC the place one can find elements that would trigger precise outcomes to vary materially from these forward-looking statements. As well as, the corporate’s presentation at this time contains data offered on a non-GAAP foundation. Our earnings launch comprises reconciliations of the variations between the non-GAAP presentation and essentially the most straight comparable GAAP measure.
With that, let me flip the webcast over to Tarang.
Tarang Amin
Thanks, KC and good afternoon everybody. As we speak, we are going to focus on the drivers of our distinctive fiscal ‘23 efficiency and outlook for fiscal ‘24. I need to begin by recognizing the e.l.f. Magnificence workforce. We’ve a lot to be pleased with in fiscal ‘23. Our price proposition, powerhouse innovation and disruptive advertising and marketing engine proceed to gas our efficiency. Our outcomes communicate for themselves.
In fiscal ‘23, we grew internet gross sales by 48% and adjusted EBITDA by 56%, effectively above our unique expectations and hitting main milestones by reaching over $500 million in internet gross sales and over $100 million in adjusted EBITDA for the primary time. This autumn marked our seventeenth consecutive quarter of internet gross sales development.
In This autumn, we grew internet gross sales by 78%, elevated gross margin by roughly 470 foundation factors and delivered $21 million in adjusted EBITDA, up 66%. We’re inspired by the continued power we’re seeing throughout the colour cosmetics class. In This autumn, the class grew 18% versus a yr in the past. e.l.f. proceed to considerably outperform the class, rising 64% in tracked channels. We grew our market share by 270 foundation factors, growing our rank from quantity 5 a yr in the past to the quantity three model for the primary time. We proceed to be the quickest rising prime 5 model by a large margin.
Seeking to skincare. This autumn class developments had been additionally sturdy, up 12% versus a yr in the past. e.l.f. SKIN consumption was up 55% in tracked channels, effectively above class development charges. Within the final yr, e.l.f. has been celebrated for the ability of our firm, manufacturers and disruptive advertising and marketing engine. We’re humbled by the popularity we proceed to obtain. In This autumn, Quick Firm named us to their annual Prime 50 World’s Most Revolutionary Firms. We’re the one magnificence firm on the listing, placing e.l.f. with well-recognized sport changers corresponding to NASA, Microsoft and OpenAI. We proceed to be acknowledged for our goal and values as we try to create a special form of magnificence firm, one that’s each purpose-led and outcomes pushed. We’re proud that out of almost 4,200 public firms, we’re solely one in all 4 with a Board that’s a minimum of two-thirds ladies and one-third numerous, underscoring our dedication to variety and inclusion.
e.l.f. continues to be a Gen Z favourite. In Piper Sandler’s newest semiannual teen survey, e.l.f. remained the primary favourite cosmetics manufacturers amongst groups for the third time in a row. We grew our share by 900 foundation factors versus a yr in the past and once more held the primary rank throughout all earnings teams.
e.l.f. SKIN moved into the highest 10 favourite skincare manufacturers for the primary time. Elfcosmetics.com was once more a prime 10 purchasing vacation spot for teenagers and one of many solely single model websites amongst main retailers. Over the previous 4 years, I’ve supplied proof factors on how we’ve got executed our 5 strategic imperatives and the expansion that’s pushed. Let me clarify how every of those strategic imperatives underpinned our power in fiscal ‘23.
Our first strategic crucial is to construct model demand. Our disruptive digital-first advertising and marketing engine has constructed power throughout a number of social platforms. We’re a pioneer on TikTok and are actually a 4-time TikTok billionaire with our final hashtag problem garnering almost 15 billion views. We had been the primary main magnificence firm to launch a branded channel on Twitch and the primary magnificence model on BeReal.
As a part of our technique proceed constructing consciousness and attain new audiences. February marked our first ever TV business that debuted on the huge sport. The spot featured our Energy Grip Primer, our top-selling SKU in fiscal ‘23 and the primary SKU throughout all the U.S. mass cosmetics class. Energy Group is praised by our neighborhood for its means to grip make-up and the leisure worth of its stickiness.
We teamed up with cultural icon and award-winning actress Jennifer Coolidge to dramatize the sticky grippy energy of Energy Grip. We aired this spot throughout the huge sport, and labored at e.l.f. velocity, going from preliminary idea to supply in solely 3 weeks.
[Video Presentation]
Tarang Amin
The response from our neighborhood has been phenomenal. Our marketing campaign earned an astonishing 57 billion impressions. Our advert ranked #1 in shopper sentiment amongst all 103 advertisements on the huge sport. We noticed a 64% enhance in our buy consideration and a raise in Energy Grip gross sales, and we proceed to maintain the thrill going. Within the weeks following, we aired the thirty second spot throughout 78 nationwide TV networks, and lit up our social channels with further unique content material that includes Jennifer Coolidge.
[Video Presentation]
Tarang Amin
Disrupting norms and doing the surprising is a part of our DNA. We proceed to generate buzz-worthy moments for our neighborhood by way of our brand-on-brand partnerships with like-minded disruptors. Two years in the past, our make-up collaboration with Chipotle generated 4 billion earned media impressions. Final yr’s collaboration with Dunkin’ generated 5 billion impressions.
We broke data as soon as once more in March with our collaboration with American Eagle that generated over 7 billion impressions. Our inner research present that our unaided consciousness is lower than 20% at this time, a double-digit hole in consciousness relative to among the legacy mass cosmetics manufacturers. We’re leaning on our disruptive advertising and marketing initiatives to construct our consciousness and attain new audiences, together with Millennials and Gen X.
Our newest Nielsen advertising and marketing combine evaluation reveals that our advertising and marketing funding continues to ship, driving ROI multiples above the business benchmarks. Throughout This autumn, we invested additional in advertising and marketing, given our better-than-expected prime line developments. In consequence, we ended the complete yr with advertising and marketing and digital funding at 22% of internet gross sales, above the excessive finish of our 17% to 19% outlook.
Our second strategic crucial is to energy digital. Based is a digitally native model, e.l.f. stays the one prime 5 mass cosmetics model with a direct-to-consumer website. In fiscal ‘23, our digital consumption was up over 75%. Digital channels drove 17% of our whole consumption as in comparison with 14% a yr in the past. We see alternative to extend our digital penetration, notably as we additional improve our Magnificence Squad Loyalty Program.
Magnificence Squad now has almost 3.7 million members, with enrollment rising over 25% year-over-year. Our loyalty members drive nearly 80% of our gross sales on elfcosmetics.com, have larger common order values, bought extra often, have stronger retention charges and are a wealthy supply of first-party information.
Our third strategic crucial is to steer innovation. We’ve a novel means to ship holy grails, taking inspiration from our neighborhood and the most effective merchandise in Status and bringing them to the market at extraordinary worth. Our innovation has constructed class management over time. e.l.f. now has the primary or quantity two place throughout 16 segments of the colour cosmetics class. Collectively, these segments make up over 75% of e.l.f. Cosmetics gross sales. We delivered the strongest gross sales development and share features in every of those segments in fiscal ‘23.
Our innovation strategy is to construct rising and sustaining product franchises as an alternative of one-and-done launches. Our 4 largest franchises, Camo, Putty, Halo Glow and Energy Grip, have all grown year-after-year. As we launch new innovation inside every franchise, all the franchise grows. We imagine it is a supply of aggressive benefit as we aren’t depending on proliferating SKUs to anniversary prior yr launches.
Let me present an instance with our Halo Glow franchise. In 2020, we launched Halo Glow setting powder. In 2022, we launched Halo Glow liquid filter, which rapidly turned a viral sensation in one in all our best-selling merchandise. In April of this yr, we constructed on that success with the launch of three Halo Glow Magnificence Ones, a contour, blush and spotlight trio, with every worth at an unimaginable worth of $9, in comparison with the Status merchandise at $42, Halo Glow Magnificence Wands have been one in all our greatest launches ever.
Our hottest shades are bought out a number of occasions and drove file numbers of holiday makers to elfcosmetics.com. Halo Glow Magnificence Wands are a viral hit with our neighborhood. And extra importantly, are offering a raise in gross sales to the remainder of the Halo Glow franchise. Since we launched Magnificence Wands, we’ve got seen almost triple-digit gross sales raise throughout our Halo Glow franchise, with all our Halo Glow merchandise within the prime 10 finest sellers on elfcosmetics.com, together with the Halo glow Setting Powder that we launched over 3-years in the past. Our technique of utilizing our new merchandise and advertising and marketing engine to shine a lightweight on our current merchandise inside the franchise has confirmed profitable and fueled development year-after-year.
Our fourth strategic crucial is to drive productiveness with our retail companions. In fiscal ‘23, e.l.f. elevated its best-in-class productiveness on a gross sales per linear foot foundation with each Goal and Walmart, our 2 largest clients. Ulta Magnificence is one other nice instance of our give attention to productiveness. We grew our Ulta enterprise by over 70% in fiscal ‘23 with out incremental area features. This productiveness helps us to earn further area with our retail companions. As a reminder, as a part of our spring resets earlier this yr, we expanded area in Goal, Walmart, CVS and Consumers Drug Mart.
our common retailer footprint at this time in our largest clients, we’ve got about 12 ft in Goal, 8 ft in Ulta Magnificence and seven ft in Walmart. Even with this elevated footprint, we nonetheless path legacy cosmetics manufacturers, which may have 20 ft of area on common at these nationwide retailers. We proceed to drive productiveness and increase our footprint throughout clients; we see a big runway for development. To that finish, we’re happy that we’ve got earned further area in Ulta Magnificence, CVS and Walgreens in fall ‘23.
Our fifth strategic crucial is to ship worthwhile development. We had a profitable method in fiscal ‘23. We invested strongly behind our excessive ROI advertising and marketing and digital initiatives, and delivered over 100 foundation factors of adjusted EBITDA margin growth, supported by the mix of our sturdy gross sales development, gross margin growth and leverage in our non-marketing SG&A bills. The investments we’ve got continued to make in our folks and infrastructure year-after-year are fueling our development. Our folks funding displays our distinctive One Workforce, One Dream strategy. We’re the one public firm in magnificence that grants fairness on an annual foundation to each single worker, strongly aligning our workforce with the long-term curiosity of our shareholders.
At the same time as we’ve got grown our headcount by 60% over the previous 4-years, our world-class workforce continues to drive sturdy productiveness, outperforming different public magnificence firms by roughly 3x to 5x on a gross sales and revenue per worker foundation. Our workforce can also be extremely engaged. Our most up-to-date worker engagement scores had been 19 factors larger than shopper items and providers business benchmark.
As we’ve got grown, we’ve got continued to make investments in our infrastructure. This yr, we are going to start implementation of SAP to proceed to optimize our operations and core processes. We’re additionally planning to make investments to extend our distribution capability to help our development. Even with this ongoing funding, we anticipate to proceed to ship adjusted EBITDA margin growth in fiscal ‘24. We imagine these ongoing investments in our workforce and infrastructure place us effectively to proceed to drive worthwhile development. The progress on our 5 strategic imperatives has been terrific, and we imagine we’re nonetheless within the early innings with every. Earlier than I flip the decision over to Mandy, I need to underscore the three key areas the place we see vital runway for extra development in cosmetics, skincare and internationally.
First, we imagine we are able to develop share in our core mass cosmetics class. It is a $7 billion class within the U.S. We’re the #3 model at this time with a 9.5% share. At Goal, our longest-standing nationwide retail associate, we’re already the #1 model with an 18% share. We imagine that our place at different main retailers may mirror that at Goal over time. Second, we see vital white area and skincare. It is a $5 billion class within the U.S. We’re the #19 model at this time with slightly over 1% share. We imagine we’ve got the right-to-win in pores and skin. Amongst groups, we’re already a prime 10 model. Skincare represents 8% of our consumption in Nielsen observe channels. It drives almost 20% of our enterprise on elfcosmetics.com the place customers see the complete power of our assortment. Our focus in skincare is bringing new customers into the fold as we go after segments like make-up elimination, solar care and anti-aging. Our prime three finest sellers on elfskin.com in This autumn had been a few of our newest improvements in these areas. Much like our technique in cosmetics, we plan to lean on our worth proposition, powerhouse innovation and disruptive advertising and marketing engine to speed up consciousness for e.l.f. SKIN.
Third, we see appreciable white area internationally. Worldwide represented roughly 12% of e.l.f. Magnificence gross sales in fiscal ‘23, with the enterprise rising over 60% year-over-year. We’re seeing sturdy outcomes behind our disciplined growth technique in Canada and the UK. As in comparison with our #3 place within the U.S., we’re the #7 model in each Canada and the UK. We had been the quickest rising prime 10 model in each of those international locations, and nonetheless see a number of runway forward. We lately started constructing out our workforce within the UK. this previous yr, and are enthusiastic about enhancing our focus to additional penetrate current worldwide markets whereas increasing into new ones.
In abstract, as we glance forward, we imagine we’re nonetheless within the early innings of unlocking the complete potential of our manufacturers. We imagine our relentless give attention to our 5 strategic imperatives will proceed to gas our means to win in fiscal ‘24 and past.
I’ll now flip the decision over to Mandy.
Mandy Fields
Thanks, Tarang. Our fourth quarter outcomes had been excellent. This autumn internet gross sales grew 78% year-over-year, pushed by broad-based power throughout nationwide and worldwide retailers in addition to digital commerce. We noticed a lot better-than-expected unit velocities within the quarter, supported by sturdy early outcomes from our spring resets and sturdy shopper response to each our spring innovation and core merchandise. Greater unit quantity contributed roughly 50 proportion factors to internet gross sales development, with pricing and blend including roughly 28 proportion factors to development.
This autumn gross margin of 69% was up roughly 470 foundation factors in comparison with prior yr. We noticed gross margin advantages from the value will increase applied in March of 2022, decrease transportation prices, margin accretive combine and value financial savings. On an adjusted foundation, SG&A as a proportion of gross sales was 61% in This autumn in comparison with 57% final yr, largely resulting from a step-up in advertising and marketing and digital funding. We drove vital leverage in non-marketing SG&A bills, primarily on account of our better-than-expected prime line developments.
Advertising and marketing and digital funding for the quarter was roughly 33% of internet gross sales as in comparison with 17% in This autumn final yr. As Tarang mentioned, throughout the quarter, we opportunistically stepped up our advertising and marketing funding given our better-than-expected prime line developments. In consequence, we ended the complete yr with advertising and marketing and digital funding at 22% of internet gross sales, above the excessive finish of our 17% to 19% vary we had outlooked.
This autumn adjusted EBITDA was $21 million, up 66% versus final yr, and adjusted EBITDA margin was roughly 11% of internet gross sales. Adjusted internet earnings was $24 million or $0.42 per diluted share, in comparison with $7 million or $0.13 per diluted share a yr in the past. The rise in adjusted internet earnings was attributable to a big enhance in pretax earnings in addition to discrete tax advantages within the quarter associated to stock-based compensation.
Let’s now flip to our full yr fiscal ‘23 outcomes. In brief, our outcomes had been distinctive. For the yr, we grew internet gross sales by 48% and adjusted EBITDA by 56%. We invested behind our excessive ROI advertising and marketing and digital initiatives and delivered over 100 foundation factors of adjusted EBITDA margin growth, supported by the mix of our sturdy gross sales development, gross margin growth and leverage in our non-marketing SG&A bills.
Shifting to the steadiness sheet and money stream. Our steadiness sheet stays sturdy, and we imagine positions us effectively to execute our long-term development plans. We ended the yr with $121 million in money readily available in comparison with a money steadiness of $43 million a yr in the past. Our ending stock steadiness was $81 million in comparison with $84 million a yr in the past. Given our stronger-than-expected consumption in This autumn, our ending stock was lighter than anticipated. We anticipate to get well in Q1 and construct stock by way of fiscal ‘24 to help our holy grail launches and core franchises.
I’m additionally happy with the sturdy free money stream we generated of roughly $100 million in fiscal ‘23. Given our money place, and the early compensation of roughly $25 million of our excellent debt final fall, we ended fiscal ‘23 with a internet money place and fewer than 1x leverage when it comes to whole debt to adjusted EBITDA. We anticipate to proceed our free money stream era in fiscal ‘24. our money priorities. At first, we plan to proceed to put money into our folks and infrastructure to gas our development. As Tarang mentioned, this yr, we plan to take a position behind our ERP transition to SAP, working capital to help the sturdy demand we proceed to see, and growing our distribution capability.
Now let’s flip to our preliminary outlook for fiscal ‘24. For the complete yr, we anticipate internet gross sales development of roughly 22% to 24%, adjusted EBITDA between $144.5 million to $147.5 million, adjusted internet earnings between $98.5 million to $100.5 million, and adjusted EPS of $1.73 to $1.76 per diluted share. We anticipate a completely diluted common share rely of roughly 57 million shares and our fiscal ‘24 adjusted tax price to be roughly 21% to 22%.
Let me give you further coloration on our planning assumptions for fiscal ‘24. Beginning with the highest line. We ended the fiscal yr with vital momentum and imagine we’ve got the appropriate technique in place to help our development within the yr forward. In Q1, we anticipate our internet gross sales development to return in effectively forward of our 22% to 24% annual development, reflecting the continued sturdy consumption developments we’re seeing. As we glance out to the rest of the yr, we stay bullish on the cosmetics class and our means to realize share. On the identical time, we’re aware of macroeconomic uncertainty and potential recessionary dangers. We imagine our outlook appropriately balances these components, and our strategy has been constant, serving us effectively as we’ve navigated a dynamic working setting to ship 17 consecutive quarters of internet gross sales development.
Turning to gross margin. In fiscal ‘24, we anticipate our gross margin to be up roughly 100 foundation factors year-over-year. We anticipate gross margin advantages from decrease transportation prices, favorable FX charges, margin accretive combine and value financial savings to offset prices associated to retailer exercise and area growth.
Turning now to adjusted EBITDA. Our outlook implies adjusted EBITDA development of roughly 24% to 26% versus prior yr, on prime of the sturdy 56% development we delivered in fiscal ‘23. With the mix of our prime line momentum and robust advertising and marketing ROI, we’re planning to extend advertising and marketing and digital funding to roughly 22% to 24% of internet gross sales in fiscal ‘24 as in comparison with 22% in fiscal ‘23. We’re investing from a place of power and imagine these elevated advertising and marketing investments will proceed to gas our development.
Our outlook implies adjusted EBITDA margin leverage of roughly 30 foundation factors year-over-year. This margin growth is supported by the mix of our sturdy gross sales development and gross margin growth. In abstract, we’re happy with our excellent fiscal ‘23 outcomes and stay optimistic about our long-term development potential. As Tarang mentioned, we see vital white area throughout cosmetics and skincare, each domestically and internationally. Our flywheel strategy of investing in advertising and marketing to drive prime line whereas increasing adjusted EBITDA margins offers me confidence in our means to drive worthwhile development.
Lastly, we imagine our stable steadiness sheet, low [Technical Difficulty].
Query-and-Reply Session
Operator
Thanks. [Operator Instructions] The primary query comes from Olivia Tong with Raymond James. Please go forward.
Olivia Tong
Nice. Thanks, and good afternoon. And congrats on a fairly outstanding yr.
Mandy Fields
Thanks.
Olivia Tong
My first query is extra across the information and simply understanding type of the way you’re desirous about it, clearly coming off of 78% prime line development in This autumn. After which in search of one thing nonetheless very, very sturdy, however decelerating fairly dramatically, comparatively talking. So should you may simply give us slightly bit when it comes to type of the constructing blocks, the way you’re desirous about possibly first half versus second half? And type of phasing of among the launches and the incremental shelf area that you simply’re getting, assist us perceive that slightly bit, that may be useful. After which I’ve a follow-up. Thanks.
Mandy Fields
Hello, Olivia, thanks a lot for the query. So general, we really feel nice about our steerage, 22% to 24% internet gross sales development on prime of the 48% internet gross sales development that we simply delivered, I believe, is super. And as we glance out, the basic drivers of our enterprise stay intact. Our price proposition, our innovation and our means to interact our neighborhood with our advertising and marketing engine stays intact. And actually, the white area alternative, as Tarang spoke to, can also be nonetheless forward of us. So a number of goodness on the highway forward. I’d say that if I take into consideration breaking it down between innovation and models or the constructing blocks of the enterprise, I’d say we’ve got a wholesome mixture of each models and AUR as we glance ahead. We simply talked about in This autumn, seeing 50 factors of our development being pushed by unit quantity with the 28% pushed by AUR. I believe that sort of break up will proceed and that unit development will likely be fairly wholesome implied in our steerage.
After which if I take into consideration productiveness. Productiveness at shelf, Tarang additionally spoke to on the decision, that continues to be the important thing driver of our development. And actually, that’s reflective of that innovation that we’re launching that’s actually resonating with our customers and our neighborhood and the advertising and marketing that we put, the encompass sound round that with. So we really feel nice about our outlook. And as we talked about Q1, we anticipate to return in forward of that 22% to 24% simply given the consumption ranges we’re seeing. And my strategy has been very balanced over these final 17 quarters. We see the momentum that we’ve got on this quarter, but additionally need to guarantee that we’re cognizant of any macro issues which can be occurring. And so we stay balanced with the outlook that we’re offering. So I really feel nice about what we’re seeing from a consumption standpoint. And as you understand, we are going to take it one quarter at a time.
Operator
The subsequent query comes from Dara Mohsenian with Morgan Stanley. Please go forward.
Dara Mohsenian
Hey, good afternoon, guys.
Tarang Amin
Good afternoon.
Dara Mohsenian
So two-part query. First, clearly, your enterprise has grown at a very sturdy prime line development price for numerous years. However should you have a look at the year-over-year income development or the CAGR versus the pre-COVID stage, it actually accelerated this quarter. So that you clearly talked about a number of drivers behind that on a year-over-year foundation. However simply curious should you may give us slightly extra element on the sequential ramp up in fiscal This autumn? What do you assume drove that? How sustainable is that? After which on Olivia’s query on the complete yr, simply – I suppose are you able to give us slightly extra element on Q1? Clearly, the scanner information tempo seems prefer it’s persevering with at a fairly sturdy stage. So simply possibly conceptually, the way you type of take into consideration fiscal Q1 given we’re 2 months into the quarter? I perceive above the complete yr tempo, however possibly put it in context relative to This autumn, and any further assist there could be useful. Thanks.
Tarang Amin
Hello, Dara, I’ll take the primary a part of the query and provides the second to Mandy. So when it comes to the enterprise development, you’re proper, we noticed this acceleration by way of the yr, notably in This autumn. And I’d say it’s actually a continuation of the basic technique we talked about, the resonance of our worth proposition, innovation and advertising and marketing. A few specific drivers inside This autumn that I’d level to. One is we proceed to construct these franchises our innovation franchises. We had an unimaginable launch in This autumn with our new Halo Glow Magnificence Wands. We’re a viral sensation. We couldn’t hold them in inventory. We even have fairly a number of out of shares simply given the power of the innovation that we’ve had that builds upon itself.
We additionally opportunistically took up our advertising and marketing ranges in This autumn. It was our alternative given our alternative to construct consciousness, to introduce TV for the primary time. Most of our spend is digitally pushed, however we noticed a possibility to enter TV and broaden that aperture. And we did it in typical e.l.f vogue. We went all in. We ended up making a spot that aired on the massive sport, noticed terrific outcomes from that, and that additionally fueled our outcomes. In order Mandy stated earlier, we really feel we’ve got actual nice momentum. Elementary drivers of our enterprise stay intact. And we’re feeling actually bullish concerning the enterprise, however all the time take a fairly balanced look, however I’ll let Mandy speak about that.
Mandy Fields
Sure. And to reply your query on Q1, we’re seeing scanner information near 50% development proper now. And so I believe it’s protected to imagine for Q1 that the quarter – we don’t give quarterly steerage, however I believe to simply provide you with some coloration, the 50% that you simply’re seeing out of scanner information proper now, or higher, might be the place Q1 is available in general simply given what we’re seeing on the untracked facet of the enterprise proper now as effectively. .
Operator
The subsequent query comes from Invoice Chappell with Truist Securities. Please go forward.
Invoice Chappell
Hello, thanks. Good afternoon.
Tarang Amin
Good afternoon.
Invoice Chappell
Somewhat bit extra on among the out of shares. I imply as we’ve all famous, your acceleration this quarter was outstanding, if not extraordinary. And attempting to decouple that with the thought that a number of your merchandise come abroad. It takes 6 months of a provide chain to form of go from begin to end. And so that you needed to form of know this that was coming, to some extent, or have vital out of shares. And we see in some shops apart from Goal and Ulta, there are some – a good quantity of out of inventory. So possibly you may perceive what you assume was left on the desk when it comes to having out of shares that would have been accomplished, the place retailer stock ranges are as we transfer into the summer season? And possibly it’s not an enormous problem in any respect. Perhaps you totally noticed this coming and making an excessive amount of of it. However I’m simply attempting to know how your provide chain did so effectively or the way it will proceed to take action effectively when you might have that form of a 6-month planning course of?
Tarang Amin
Certain. So Invoice, I really feel nice about our provide chain. It’s an actual space of power for our firm that’s a mixture of price, high quality and velocity in our business. And it’s been extremely resilient. If I’m going again all the way in which to the pandemic when it comes to how we’ve navigated the pandemic, the availability disruptions when it comes to container imbalances, lockdowns, you identify it, we’ve been in a position to keep over 95% buyer in inventory. So it’s an actual testomony to our general operations workforce and the terrific job they do.
When it comes to planning horizons, we usually assume when it comes to about 14 weeks on common when it comes to getting items in from the time that we place these orders. So it’s not so lengthy when it comes to the 6-month horizon. There will likely be durations the place we’ve got numerous issues that construct upon one another and take off virally. So I discussed our e.l.f. Magnificence Wands. All all through final yr, I believe our Halo Glow liquid filters has been an outstanding innovation that we – each time we take that forecast up, the demand goes even larger.
And Energy Grip primer, once more, not solely our primary SKU, however the primary SKU throughout all the mass cosmetics class. So these improvements have a tendency to construct upon themselves, I gave the instance of Halo Glow. Once we launched these Magnificence Wands, we’ve seen triple-digit indices on our unique Halo Glow liquid filter, even the Halo Glow setting powders we launched nearly 3 years in the past. So we’re seeing power constructed upon power.
I’m not involved when it comes to any long-term points. We’ve loads of capability. We’ve unimaginable partnerships with our key suppliers the place we share with them what our future plans and outlook are that they’ll work in opposition to. So I believe it is a short-term – subsequent couple of months, I proceed to see elevated out of shares. However we talked on the decision additionally making the funding of form of constructing again up our stock ranges, such that we are able to proceed to serve the super development that we’ve got.
Operator
The subsequent query comes from Linda Bolton-Weiser with D.A. Davidson. Please go forward.
Linda Bolton-Weiser
Sure. Hello, I’m questioning should you may give slightly bit extra coloration about your infrastructure investments – so with SAP implementation, I believe we’re all slightly nervous that generally that causes some disruption. So possibly you may give us slightly coloration on the way you’re planning for that and should you anticipate any retailer ordering lumpiness in anticipation of that implementation? After which secondly, when it comes to the added distribution, are you able to give extra coloration? Is that like a DC? Are you constructing one your self? Or what precisely are you including within the distribution facet? Thanks.
Mandy Fields
Hello, Linda. So I can – I’ll take the primary a part of that query, after which I’ll move it over to Tarang. So I can say we’re actually enthusiastic about our ERP transition to SAP, and we’ve had this technique all alongside. To proceed to take a position behind folks and infrastructure, it’s one thing that’s been part of our base plan yearly. And we’ve continued to optimize that as we’ve gone by way of. So actually, as we have a look at SAP, we’re placing that in place as we need to guarantee that the again of home is prepared for the expansion that we’ve got on the highway forward and is ready to scale with us. And so we’ve got our time line constructed out. We’re within the implement – not implementation simply but. We’re not anticipating that for an additional yr out. We’re simply constructing proper now.
And in order we undergo, we could have a number of phases the place we’re testing. We’re not going to place in jeopardy any orders or something like that. Will probably be a really phased strategy with a number of testing alongside the way in which. However this yr, we’re constructing in direction of that. So for fiscal ‘24, I don’t see any danger in any respect associated to the undertaking as a result of we don’t plan to implement till we get into fiscal ‘25.
Tarang Amin
Sure. And simply including to that, I believe we’ve got an excellent platform in NetSuite that serves the enterprise effectively. And so we are going to proceed to function on that platform. So, it permits us to sequentially take a look at every of the totally different processes earlier than we totally implement SAP. So, we really feel actually good concerning the implementation plan, the surface consultants we’ve got introduced in, the workforce that we’ve got constructed to have the ability to do this. And as Mandy stated, a continuation of what’s been a fairly constant build-out year-after-year. After which in your second on the distribution capability, we’ve got a few key initiatives on distribution given the expansion that we’ve got seen. The primary is transferring to a extra distributed mannequin when it comes to our e-commerce achievement. Prior, we had principally one automated warehouse that we use to meet our e-commerce with shopper expectations of how briskly they get their packages. It may take fairly some time if you’re on the West Coast to get your package deal transport out from Columbus, Ohio. So, transferring to a multi-node distribution community is the primary section of that. To date, that has been going effectively. We’re already concerning the first couple of nodes up and working and really feel actually good about how that’s going and likewise seeing an enchancment within the time it takes customers to get their packages. The second is proceed so as to add distribution capability to our most important distribution warehouse in Ontario, California hub, simply given the expansion we’ve got had within the enterprise, actually and searching even additional, including extra capability to that distribution community. And so once more, be ok with each these initiatives and the way they’re progressing and proceed to have the ability to help the enterprise.
Operator
The subsequent query comes from Anna Lizzul with Financial institution of America. Please go forward.
Anna Lizzul
Hello. Thanks a lot for the query. I wished to ask about gross margin. You talked about a number of elements benefiting gross margin growth within the fourth quarter, from worth will increase as of March of 2022, margin accretive combine and from price financial savings. May you speak a bit about how a lot decrease transport prices contributed to that profit? And what are transport prices as a % of gross sales? After which I’ve a follow-up. Thanks.
Mandy Fields
Hello Anna, so general gross margin, we’re actually happy with the progress that we noticed in This autumn. To your level, we did get advantages from the pricing that we applied final yr. So, that was applied in March of final yr, that we proceed to have profit from all yr. We’ve price financial savings. And in order that price financial savings actually had two elements to it. One, simply financial savings from among the retailer exercise that we had round our resets that got here in a bit higher than we anticipated. After which additionally the fee financial savings that we received with our suppliers. We received some rebates in direction of the tip of the quarter that additionally helped our gross margin. After which from a mixture perspective, this has lengthy been part of our gross margin technique as we introduce innovation to have higher margins on these innovation in order that, that sweetens the combination as we go throughout, and so all of these elements play into it. After which, after all to your level on transportation, that did play a task. We began to see that transportation price financial savings stream by way of in This autumn. We haven’t quantified that as a proportion of our whole gross margin or as a proportion of gross sales, but it surely did have an effect. And we do proceed to see these charges be favorable to the place they had been a yr in the past. And in order we take into consideration the 100 foundation factors that we’ve got baked in for our fiscal ‘24 steerage, transportation is a portion of that as effectively.
Operator
[Operator Instructions] The subsequent query comes from Andrea Teixeira with JPMorgan. Please go forward.
Andrea Teixeira
Hello. Good afternoon and congrats once more to all of you on these outcomes. I’ve a query on steerage. And I used to be curious should you had been assuming any change in velocity as you go per door, as you enhance your shelf area? I’m assuming that is most likely going again to how Mandy spoke about how being conservative to maybe that helps us form of body why you see that deceleration given that you’re most likely beginning a really sturdy tempo within the first quarter. And embedded – in form of associated to that, I’m assuming you aren’t embedding pricing, further pricing. So, most of that 20% to 22%, 22% to 24% development in prime line is totally on models based mostly on distribution features, is that right?
Mandy Fields
Hello Andrea. Good to listen to from you. So, I’ll take the query on steerage and the way we take into consideration shelf area versus productiveness. As we stated on the decision, productiveness is the first driver and has been the first driver of our outcomes. And so whereas we’ve got picked up shelf area alongside the way in which, keep in mind, it’s in a subset of doorways. And actually, it’s a must to have a powerful productiveness to proceed to unlock that shelf area on the highway forward. So, the mix of our innovation and the advertising and marketing that we’ve got put round that innovation has actually paved the way in which for that productiveness to proceed to be sturdy. From a pricing standpoint, we’ve got not baked any pricing into our plans, however I’ll say from an AUR standpoint. As a result of we’ve got launched some larger AUR innovation, higher-priced innovation, you might even see some combine in direction of AUR. So, I wouldn’t say 100% pushed by models, however you will note slightly little bit of that AUR growth pushed by among the larger priced innovation that we’ve got on the market.
Operator
The subsequent query comes from Susan Anderson with Canaccord Genuity. Please go forward.
Susan Anderson
Hello. Good night. Thanks for taking my query, very nice job on the quarter. I used to be questioning on the Digital phase, it seems like there was acceleration within the quarter on prime of some actually sturdy outcomes again throughout COVID. So, I’m curious, it seems prefer it’s form of accelerated all yr. Is that the elevated advertising and marketing you assume the Magnificence Squad program, or is there something new or totally different that you’re doing there which can be driving extra customers to buy on-line?
Tarang Amin
Hello Susan, that is Tarang. So, we’re actually happy with the acceleration we’ve got seen in digital. I believe our digital penetration is now as much as 17% versus 14% a yr in the past and over 75% development within the quarter as effectively. I’d say there are three elements which can be driving it. One is the general ranges of promoting help that we’re doing. We’ve very sturdy ROIs on that advertising and marketing help and a number of it does deliver customers onto our digital channels as effectively, notably given our strategy that’s digital first. Digital positively advantages from that elevated help. I’d say the second is that this constant focus we’ve got had on Magnificence Squad loyalty members. We now have 3.7 million members. They had been up 25% year-over-year, and they’re the largest driver of our digital enterprise. On elfcosmetics.com, they account for over 80% of the gross sales. So, as we proceed to make enhancements to that program, we see actually nice profit. And the third, as we take into consideration our digital channels is we’re seeing power not solely on elfcosmetics.com, however actually sturdy development charges at Amazon in addition to our retailer dot-coms and the work that we’re doing with every of them, I believe is additional constructing upon itself. So, I’m fairly bullish when it comes to our prospects digitally, not solely do we’ve got sturdy development of our nationwide retail clients, however I see main alternative when it comes to what else we are able to do on digital.
Operator
The subsequent query comes from Korinne Wolfmeyer with Piper Sandler. Please go forward.
Korinne Wolfmeyer
Hey. Good afternoon. Thanks for taking the query and congrats on a very nice yr. I want to contact slightly bit extra on among the advertising and marketing investments you make with this type of elevated funds you might have laid out for the following fiscal yr. Are you able to speak slightly bit about what sort of advertising and marketing initiatives you might be planning on doing? I imply we appear to be slightly bit extra exploratory up to now couple of months. And with among the extra model consciousness sort efforts, how are you form of monitoring the ROI on these investments? After which as we take into consideration the brand new advertising and marketing run price for spending going ahead, what actually makes you assume that, that’s obligatory versus simply form of maintaining these – that prime line profit we’re seeing versus reinvesting in advertising and marketing? Thanks.
Tarang Amin
So, hello Korinne, we really feel nice about our advertising and marketing funding. It’s one of many the explanation why we invested extra based mostly on the sturdy ROIs we see. And when it comes to how we measure that, we use Nielsen advertising and marketing combine, it’s a multivariate regression that may get all the way down to the automobile stage behind our advertising and marketing spend. And we’re seeing power throughout each one in all our core advertising and marketing autos. And I believe beginning with our digital promoting, the work we do with influencers, our public relations. Even the primary time that we did our TV advert, we’ve got seen sturdy outcomes in opposition to every of them. So, as I take into consideration the elevated ranges of promoting help, it’s actually going to be to proceed this disruptive technique that we’ve got had, proceed to check our new platforms, put much more in from an consciousness standpoint and the attention campaigns we do this spotlight our terrific worth and our core innovation, after which additionally an growth as we proceed to take a look at totally different autos. So, you will note that because the yr unfolds when it comes to among the different partnerships we’re engaged with to proceed to interact and entertain our neighborhood, however really feel actually nice about advertising and marketing. After which from an consciousness standpoint, we nonetheless have a large alternative to construct consciousness. Our unaided consciousness is lower than 20%. It’s nearly half of what a few the core legacy manufacturers are. So, we see the chance to usher in extra customers. We’ve had nice success up to now yr. We expanded our management amongst Gen Z. I believe simply within the final six months, we’ve got gotten 900 foundation factors extra when it comes to Gen Z, however we’ve got additionally picked up fairly a number of Millennial and Gen X customers in addition to Hispanic customers. So, we see alternative throughout every of the core demographic teams, and we all know the technique is working.
Operator
The subsequent query comes from Ashley Helgans with Jefferies. Please go forward.
Ashley Helgans
Hey. Thanks for taking our query and congrats on the quarter. We simply wished to ask slightly bit about your market share features. Any coloration on the place they’re coming from and your expectations going ahead? Thanks.
Tarang Amin
Hello Ashley, we really feel nice about our market share features. When you have a look at e.l.f. within the final 4 years, we’ve got doubled our market share. We are actually at a 9.5% share nationally. That places us within the quantity three spot relative to, I believe we had been quantity 5 only a yr in the past. So, we’ve got surpassed each Revlon and CoverGirl for that quantity three spot. When it comes to the place we’re getting that market share from, it’s fairly broad-based, numerous the totally different legacy manufacturers in addition to different manufacturers that retailers will take a look at with. We’re seeing power just about throughout the board. And I believe our 270 foundation factors of share development was multiples forward of what anyone else was when it comes to absolutely the acquire. However the factor that encourages me essentially the most, and we stated in our ready remarks, is that this previous yr, we additionally turned the primary model at Goal. We’ve nearly an 18% share at Goal, double our nationwide share. And the explanation why that’s vital is Goal had a head begin over everybody else, nearly a 4-year to 5-year head begin over in different nationwide retailers. So, because the others lean into e.l.f., give us extra space, give us extra help, we really feel like different retailers can mirror what Goal has been in a position to obtain over time. So, that provides me the hope that simply as we’ve got doubled our market share during the last 4 years, we’ve got a possibility over the following few years to once more double that market share and take over a transparent management of coloration cosmetics versus any model.
Operator
Our subsequent query comes from Oliver Chen with TD Cowen. Please go forward.
Oliver Chen
Hello Tarang and Mandy, actually spectacular quarter on the yr. Broadening your aperture has clearly labored. With respect to that, the place do you see essentially the most alternatives within the unaided consciousness and/or the right way to strategy the totally different features of broadening the alternatives you might have there? And as we take into consideration shelf area, you gave some nice statistics in your ready remarks, Tarang. What do you see forward, as a result of the 20 quantity is kind of alluring in comparison with your 12 at Goal and seven at Walmart after which you might be actually executing so effectively. So, what ought to we perceive like why can’t they simply provide you with all 20 proper now? Thanks.
Tarang Amin
Sure. So – effectively, thanks Oliver. We’re actually happy with our general outcomes. If I give it some thought from a advertising and marketing standpoint and shopper, we’ve got so many extra customers to draw to our franchise. So, we proceed to be sturdy with Gen Z, proceed to select up share there. We’re more and more centered on Gen Alpha as effectively. However one of many largest variations is we are actually additionally selecting up a number of occasions the teenagers that we get, we’re selecting up their mothers as effectively from an curiosity standpoint. They might strive one in all our holy grail improvements and each anecdotally in addition to in among the information we see. We’re selecting up many extra Millennials, Gen X. I’m notably enthusiastic about our efforts in opposition to Hispanics. We over-deliver, over-index amongst Hispanics, and we’ve got numerous totally different initiatives to even deliver extra of them in. So, you see a fairly broad-based strategy when it comes to bringing customers as a result of we discover that when a shopper will get their arms on e.l.f. and sees the standard of our merchandise and the costs, they keep on with the model and so very bullish on persevering with to select that up. After which on from a shelf standpoint, you might be proper, we’ve got nonetheless a large alternative. Even Goal, our most developed nationwide retailer, we aren’t the largest model from an area standpoint. There are a selection of manufacturers which have way more area. So, I believe over time, you’ll proceed to see us decide up extra space with every of our key nationwide retailers. However the way in which we decide that up, I believe, is necessary. Our focus, at the beginning, on productiveness, all the time leads to retailers awarding us extra space. Considered one of my favourite examples from this previous yr is we grew our Ulta Magnificence enterprise, over 70% with none further area. And so it speaks to if you see that stage of productiveness, we talked Ulta is rewarding us with extra space within the fall because the CVS and Walgreens, which have loads of extra room to go. So, I’d say we are going to proceed to select up extra space. It’s only a pure end result of the productiveness, innovation and shopper profile we’ve got. However so long as we keep centered on driving very sturdy productiveness development, and I believe it’s been an excellent method for us to get these sequential wins. After which the final a part of your query, why don’t they simply all give us 20 ft in a single day? It all the time takes longer for retailers in coloration cosmetics, simply given that you’re speaking about ft as an alternative of simply objects that you’re giving. And in some respects, we want that. To Andrea’s earlier query on our velocity assumptions, we do assume slightly bit decrease velocity as we decide up extra space. However over time, we’ve got been in a position to truly construct up that velocity to even larger than smaller shelf units. We talked in our ready remarks, we’re the most efficient model that Goal and Walmart carry. And but on this previous yr, we elevated our productiveness on a greenback per linear foot foundation. So, we’ve got an excellent mannequin notably by way of our innovation, our assortment, our Venture Unicorn, that basically focuses on that navigation on shelf to enhance our visible merchandising, enhance the power for customers to buy. And we see fairly constant will increase in that productiveness measure, which once more, is likely one of the finest indicators for future area features.
Operator
The subsequent query comes from Rupesh Parikh with Oppenheimer. Please go forward.
Rupesh Parikh
Good night and thanks for taking the query, additionally congrats on an excellent quarter. So, on the EBITDA margin information for the yr, is there something you may share from a quarterly cadence perspective? After which I simply had one further follow-up as effectively. As we have a look at working margins, I do know you guys have talked about tariffs and different alternatives that would nonetheless profit margins, however simply curious what you see as the larger margin alternatives past this yr?
Mandy Fields
Hello Rupesh. So, from an EBITDA margin standpoint, I believe it’s honest to imagine, given the surface gross sales development that we anticipate in Q1 that your EBITDA margins might be stronger in Q1 versus the place we’ve got pegged them for the yr. So, I’d use that as slightly little bit of coloration on how to consider it. And when it comes to margin alternative general, simply as we noticed in fiscal ‘23 and as we spoke to, gross margin stays a possibility for us. We’ve talked about among the price headwinds that we’ve got carried and notably associated to transportation prices or overseas trade and issues of that nature that ought to come our manner over time. After which additionally from a non-marketing SG&A standpoint, persevering with to hunt leverage out of that non-marketing SG&A line. We did that in fiscal ‘23. Our present outlook doesn’t essentially have that. But when issues carry out higher than we anticipate, we definitely may see that be a margin driver over the yr as effectively.
Operator
And our subsequent query comes from Jon Andersen with William Blair. Please go forward.
Jon Andersen
Hey. Good afternoon all people. Thanks for taking the query. Only one fast one, a little bit of a follow-up to Rupesh’s. On gross margin, you might have talked about the advantages of combine and value financial savings after which the transportation prices, notably ocean freight. You posted your strongest gross margin price of the yr within the fourth quarter. And I believe the steerage for 2024 implies a full yr price that could be considerably under what you simply did within the fourth quarter. So, I simply need to perceive among the places and takes and the assumptions there if our numbers are correct. After which whether or not there’s just a few conservatism baked in there as effectively, on condition that we’re very early within the yr. Thanks.
Mandy Fields
Hello Jon. So sure, so from a gross margin standpoint, I believe your query is getting us to what comes off of This autumn that may drive that gross margin down. And one of many issues that we talked about on the decision is we’ve got a number of good issues to go on our manner. We’ve the transportation prices and issues of that nature, transferring margin to the optimistic. However there are additionally sure prices associated to the area growth and issues like that that we referred to as out that we additionally need to steadiness that with. And to your level, it’s our first quarter name and out-looking 100 foundation factors of gross margin growth on prime of the 300 foundation factors plus that we simply delivered in fiscal ‘23 is definitely a optimistic. So, as I’ve stated earlier, taking it one quarter at a time, however feeling good about the way it’s positioned.
Operator
This concludes our question-and-answer session. I want to flip the convention again over to Tarang Amin, the CEO, for any closing remarks.
Tarang Amin
Properly, thanks for becoming a member of us at this time. I’m so pleased with the unimaginable workforce at e.l.f. Magnificence for once more delivering excellent outcomes to shut out fiscal ‘23. We stay up for seeing a few of you at our upcoming investor conferences and talking with you in August after we will focus on our first quarter outcomes. Thanks and be effectively.
Operator
The convention has now concluded. Thanks to your participation. Chances are you’ll now disconnect.
