ELF BAR

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Bahria University, Islamabad *

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Marketing

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Nov 24, 2024

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TITLE <University> Business Report By <Your Name> <Date> < Lecturer's Name and Course Number>  <Your Name> 2022 Page 1 of 14

TITLE Part 1: Elf Bar and the marketing of vaping Marketing tactics Although ELF BAR entered the e-cigarette market relatively recently, its advertising has quickly become a major player. Internet, social media, television advertisements, promotional shows, and specialised photography all played major roles in ELF BAR's marketing strategy (Hartmann- Boyce, Begh and Aveyard, 2018). The free distribution of ELF BAR samples was the main attraction during ELF BAR's entertainment events. Numerous photographs were shot at these events. According to Balfour et al. (2021) "ELF BAR Advertising Over Its First Three Years on the Market," photos from these shows "showed sophisticated stagecraft modelled on the #vaporised theme with a distinguishing youthful and rock music vibe". In addition to previous ELF BAR advertisements, these pictures were extensively shared throughout the internet and other media platforms. ELF BAR also ran an Instagram-based hashtag marketing campaign. Promoting ELF BAR products to a large audience was the main goal of this strategy. In November of 2018, the brand had over 77,000 followers on Instagram, and the hashtag #Elf Bar was used in more than 260,000 posts (Stead, Ford, Angus et al., 2021). Incorporating hashtags into marketing campaigns was a brilliant move that went over quite well on social media. The use of hashtags makes it easier to search for and find information on certain topics. When people used the hashtag #Elf Bar in a search or a tag, they were essentially spreading ELF BAR advertisements. The target audience for these programmes was adolescents. Advertising for ELF BAR devices emphasised the "cool" and "trendy" style of the devices (Blaha). The advertisements were also positioned in areas where they might be seen by teens. The UK Academy of Child and  <Your Name> 2022 Page 2 of 14

TITLE Adolescent Psychiatry published an article in 2018 that states, "90% of teenagers age 13-17 (Eardley, 2022). Analysis Though profitable, ELF BAR's marketing tactics went too far in their focus on young people. The point of conducting business in an ethical manner is to build trust with your target audience. The mere fact that two parties have chosen to meet in order to negotiate a trade lends moral credibility to the deal. For the exchange of data to be prima facie, all parties involved must agree to it and benefit from it (Glasper, 2022). The marketing efforts of ELF BAR have sometimes missed the mark. Worries have been expressed about the extent to which any information submitted by users is provided willingly in light of ELF BAR's reliance on social media advertainments as its primary marketing tactic. Advertisements that are part of a voluntary exchange do not exploit the vulnerable (Kaplan, 2021). Unfortunately, it is exactly what ELF BAR has done. As was previously said, ELF BAR's advertisements are fantastic and cool, catching the attention of the target demographic of young people. Ads were widely disseminated via social media to reach a younger audience. Ads for ELF BAR directed squarely at adolescents had a high success rate because of this demographic's openness to marketing. Gen Z members (those born between 1995 and 2012) were born into a world where the internet was always accessible. They might be easily influenced by social media because of their insatiable need for it (Schnell, 2022). For this reason, it was unethical to share the information because it wasn't freely supplied. The marketing techniques were immoral since, among other things, the company gained more from selling ELF BAR products than the teenagers who used them. Anyone who spent money on  <Your Name> 2022 Page 3 of 14

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TITLE a ELF BAR product helped the company succeed. As more individuals bought and utilised their items, they stood to gain more recognition. Teenagers might get nothing positive from it. They've merely added a potential nicotine addiction and a new source of wasteful spending. When ELF BAR makes a profit at the expense of the client, there is no ethical transaction. Ethical concerns Because adolescents are so easily misled by marketing, it was immoral for ELF BAR to focus their marketing efforts on this demographic. ELF BAR took advantage of the fact that adolescents are easily swayed by others by catering to the interests that they had. Dishonesty was engaged in the execution of several of these techniques. ELF BAR hired models that were dressed in the most current teen fashions for their advertisements. Researchers (Stead, Ford, Angus et al., 2021) discovered that ELF BAR models appeared in their advertisements wearing "pants torn at the knee dressed in crop tops with their navel showing." ELF BAR claimed that they were only advertising to adults in their campaigns, yet they used models who had their appearance altered to make them look years younger. Being a young adult myself, I can confidently say that this is not at all accurate. They are aware that someone who dresses identically to themselves cannot possibly be an adult. They feel forced to start using the devices themselves after seeing themselves in advertising for ELF BAR products, in which the products are being sold. Because of their lack of knowledge, the marketing for ELF BAR was successful in misleading them in yet another way. "most adolescents thought at least some ELF BAR flavours had no nicotine," according to research that was mentioned in the paper "ELF BAR and the Vaping Revolution" by Balfour et al(2021). "most youths assumed at least some ELF BAR flavours  <Your Name> 2022 Page 4 of 14

TITLE contained no nicotine". Because the manufacturer deceptively markets ELF BAR pods as being devoid of drugs, it is not surprising that some adolescents are under the impression that they do not contain nicotine. As a direct consequence of this, adolescents erroneously believed that using ELF BAR products was safe for them to do. It is immoral to market a product to a certain demographic if that audience is not a suitable fit for the product. It is even more unethical to engage in deceptive marketing with the intention of making a product appealing to a group of people for whom it is not suitable. Example In light of the recent spike in deaths linked to vaping, many have been looking at the tactics used by e-cigarette companies like Juul to attract new customers. In addition to introducing a new CEO in September 2019, Juul also said that it will be pulling most of its US advertising. In 2015, however, the damage done by their social media efforts was already having a major impact on the company's future success. In 2015, Juul enlisted the help of an advertising agency in order to choose 280 influencers for a social media campaign. The advertising firm behind Juul and competing e-cigarette products should also be held accountable for the company's immoral practises. As marketers, it is our duty to defend ethical standards when there are loopholes in the regulation of potentially harmful products. Agencies working with Juul and other e-cig manufacturers should have raised concerns about the use of social media influencers given the disproportionately high percentage of young users on platforms like Instagram. It would have been advisable to verify the ages of the influencers as well as analyse their audiences to see if their followers were over the legal age to consume nicotine products. Given that electronic cigarettes include some of the same components as cigarettes (including nicotine) and are not  <Your Name> 2022 Page 5 of 14

TITLE approved by the FDA, advertising agencies should have followed the same regulations that apply to traditional tobacco products. The agencies that helped Juul and other e-cigarette firms get where they wanted to go with regards to marketing to minors and so avoiding industry laws, despite the fact that these businesses first pushed the idea that e-cigarettes are safer than regular cigarettes. As a result of Juul's advertising prohibition, rivals like Blu have stepped in to fill the void by employing billboards and other forms of outdoor advertising. How to effectively market electronic cigarettes is one of the most pressing problems confronting the advertising industry today. Recommendations ELF BAR is a company that has to make some adjustments to the way that it advertises in order to be more ethical. According to the case study that was presented earlier this week, the organisation has reportedly initiated this shift on its own as a response to the numerous lawsuits that it has received ever since it began advertising. If ELF BAR is serious about doing the right thing, it should give users the opportunity to share their information. Because of this, unannounced advertisements on social media would become less common. They should also make sure that the advertising is not focused at the vulnerable group of teenagers who are easily influenced. It is possible that the corporation will alter the focus of its advertising or modernise the appearance of its models in order to appeal to a demographic older than teens. It is possible that the ELF BAR brand may do a better job of enlightening customers by providing information that is not just true but also trustworthy. It's possible that some of the falsehoods will be uncovered and eradicated utilising this method. Last but not least, ELF BAR has to ensure that the individuals to whom they are promoting the product like using it just as  <Your Name> 2022 Page 6 of 14

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TITLE much as the company does. Electronic cigarettes were developed with the goal of providing an alternative for people who were already addicted to tobacco. People who now smoke might all potentially benefit from using a product like electronic cigarettes, which encourage healthy behaviours. If these modifications were implemented, the business transactions including marketing would appear to be ethically acceptable. Ethics in advertising have been studied extensively for decades. It is critical for us as advertising students to examine these occurrences to understand how ethics in the advertising industry is the key to putting doubts about our honesty to rest. The entertainment industry has made use of its voice to advocate for social change, environmental protection, and the rights of underrepresented groups for decades. The advertising industry has come a long way, and now agencies can safely advise their clients to meet these ethical standards or bring their advertising in-house if they confront a particularly severe ethical situation. Conclusion As a direct consequence of this, selling ELF BAR products to teens was not only immoral but also deceptive and unfair. In spite of ELF BAR's assertions that they do not market their products to anyone under the age of 18, the data points in the opposite direction (Toffel et al., 2020). Since the beginning of the firm in 2015, the advertising that it has produced has been directed specifically toward adolescents. They made it easier for minors to view the advertisements while simultaneously failing to give customers with adequate product information. ELF BAR's marketing methods were designed only to further the company's goals, and the implementation of these strategies resulted in widespread use of the product among young people. It has been said that young people who have started using ELF BAR products have a "cult-like following"  <Your Name> 2022 Page 7 of 14

TITLE among their peers. As a responsible company, ELF BAR has to reform its unethical marketing policies as soon as possible. Part 2: Leadership Those people who are given the title of ethical leaders are those who live their lives in accordance with a predetermined set of values and principles. These are the kinds of values and principles that are generally acknowledged to be capable of providing a stable foundation for the overall development of society. When I think about examples of these qualities, the terms "integrity, respect, trust, fairness, openness, and honesty" spring to mind first. The term "ethical leadership" is used to describe a style of leadership that exemplifies and encourages "normatively right behaviour via personal acts and interpersonal relationships." To put this another way, this demonstrates that ethical leadership includes not only encouraging others to behave in a correct and ethical manner but also setting an example for others to follow via one's own behaviours and interactions with one's superiors and colleagues while at work (Tenuto and Gardiner, 2018). One of the subjects that is now being spoken about the most and has received the greatest attention from researchers is corporate ethics. As a consequence of this, it is very necessary for those who operate in the corporate sector to comprehend, cultivate, and acknowledge ethical leadership. Ethical leadership is one of the most crucial abilities you can acquire if you want to go up the ranks in a company, and it's one of the skills you can learn. When you are in a position of authority within an organisation, you take on a special obligation to conduct yourself in a manner that serves as motivation for the others who are accountable to you. Integrity, morality,  <Your Name> 2022 Page 8 of 14

TITLE and ethics are all crucial qualities in a leader, and they are inextricably intertwined with one another. When there is ethical leadership in place at a firm, not only the customers but also the employees and the organisation as a whole stand to benefit. If a company does not have strong leadership in place, it will be hard to improve the moral climate inside the organisation. It is feasible for leaders of an organisation to increase people's trust in the business by reassuring the company's shareholders that it is credible and genuine. It is more probable that customers will experience a sense of loyalty to a company if they are happy with the degree of management that is provided by an organisation. If the executives of a company are recognised to conduct themselves in an ethical manner, then it is more likely that the business will receive positive press coverage (Tenuto and Gardiner, 2018). When the leadership of a company demonstrates ethics, the company's partners and suppliers will have the perception that they can trust the organisation and work successfully with it. This will increase the likelihood that the partners and vendors will do business with the company. In the not-too-distant future, ethical leaders will have the capacity to inspire their workforce to feel more enthusiastic about the work they perform and the management they report to. It is possible that everyone's place of employment will become a more pleasant environment to spend time in if collaborative efforts are encouraged and positive energy is dispersed throughout the space. In the long term, a business may be able to avoid scandals, ethical challenges, and ethical concerns by implementing ethical leadership throughout the firm. In addition to this, it may be of service to companies in recruiting new business partners and clients, both of which may result in  <Your Name> 2022 Page 9 of 14

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TITLE an increase in income. Moreover, it may be of assistance to corporations in reducing the risk of litigation. It is absolutely essential for the continued expansion of a company that its employees remain loyal to the company. Leadership that is guided by ethics and moral values is advantageous to individuals as well as businesses, both in the short term and throughout the course of a whole organization's existence (Frunza, 2017). People's perceptions of what constitutes morally just and immoral behaviour in the wider world have a significant impact not only on their choices in their personal lives but also in the professional sphere. How you respond to challenging situations at work and the amount of success you accomplish in your professional life will both be directly influenced by the personal code of ethics you have developed and adhere to. In the following paragraphs, we will discuss what personal ethics are, why they are essential, how they are distinct from professional ethics, and provide some instances of personal ethical norms. "Personal ethics" is a term that refers to a person's set of guiding moral standards for their everyday life as well as their conduct in the workplace. These principles have a significant impact on the ways individuals approach their job, the attitudes they bring to it, and the objectives they set for themselves in both their personal and professional lives. The reason for this is because people apply these concepts to both professional and personal parts of their lives. When presented with difficult decisions, people's ethics serve as a guide to help them determine what is right and wrong and impact the behaviours they choose to engage in. In spite of the fact that everyone has their own particular set of values, it's possible for a large number of individuals to arrive at the same conclusion on the relevance of qualities like respect and honesty.  <Your Name> 2022 Page 10 of 14

TITLE The individual's own internalised moral principles are significant for a variety of reasons, including the ones that are listed below (Hegarty and Moccia, 2018): The members of a leader's team are more likely to trust them and take joy in the job that they do when the leader adheres to a consistent code of ethics. This, in turn, enables the leader to have a more positive influence on the performance of the team that they are responsible for leading. If a leader is able to maintain consistency in the actions that they do regardless of the circumstances, it will be much simpler for that leader to earn the respect and support of their subordinates and superiors. Because of this view, other people are more inclined to admire someone and trust them if they think that person to be morally upright. Give individuals a stable base from which they may pick the course of action that is going to be the most suitable in every given set of circumstances: If you have strong personal ethics, it will be much easier for you to take charge of potentially hard circumstances and find a solution. If you don't have strong personal ethics, it will be much more difficult. The individual's personal and professional ethics, in addition to their moral compass regarding right and wrong in the wider world, play a significant role in determining a professional's ability to make sound judgments. This is also true of the individual's moral compass regarding right and wrong in their specific field. When one holds high ethical standards, the process of making judgments is simplified and made easier, making the process less complex. With the support of ethical standards, individuals have a higher chance of setting a positive example for themselves in the workplace and in their day-to-day life generally. Ethical behaviour refers to an individual's shown capacity to conduct in a manner that is consistent with their own  <Your Name> 2022 Page 11 of 14

TITLE personal code of ethics. Ethical behaviour may be demonstrated when an individual is able to demonstrate that they are capable of acting in accordance with their People who have a strong moral compass are more likely to be highly driven and willing to go the extra mile in order to achieve the goals they have set for themselves. This is because people with a strong moral compass have a strong sense of right and wrong.  <Your Name> 2022 Page 12 of 14

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TITLE Bibliography Balfour, D.J., Benowitz, N.L., Colby, S.M., Hatsukami, D.K., Lando, H.A., Leischow, S.J., Lerman, C., Mermelstein, R.J., Niaura, R., Perkins, K.A. and Pomerleau, O.F., 2021. Balancing consideration of the risks and benefits of e-cigarettes. American journal of public health , 111 (9), pp.1661-1672. Blaha, J.M., 5. Vaping Facts You Need to Know. Johns Hopkins Medicine. Recovered from https://www. hopkinsmedicine. org/health/wellness-and-prevention/5-truths-you-need-to- know-about-vaping. Access on December , 15 , p.2019. Eardley, F 2022. Vaping among teens: A growing trend? UK Parliament House of Lords Library. Frunza, S., 2017. Ethical leadership, religion and personal development in the context of global crisis. Journal for the Study of Religions and Ideologies , 16 (46), pp.3-16. Glasper, E.A., 2022. The Dangers of Concentrated Nicotine Vaping Liquid on the Health of Children and Young People. Comprehensive Child and Adolescent Nursing , pp.1-4. Hartmann-Boyce, J., Begh, R. and Aveyard, P., 2018. Electronic cigarettes for smoking cessation. Bmj , 360 . Hegarty, N. and Moccia, S., 2018. Components of ethical leadership and their importance in sustaining organizations over the long term. The Journal of Values-Based Leadership , 11 (1), p.7. Kaplan, S 2021. ‘Juul Bought Ads Appearing on Cartoon Network and Other Youth Sites, Suit Claims’ The New York Times. Schnell, M 2022. ‘Juul settles Washington state deceptive advertising suit for $22.5M’ The Hill.  <Your Name> 2022 Page 13 of 14

TITLE Stead, M., Ford, A., Angus, K., MacKintosh, A.M., Purves, R. and Mitchell, D., 2021. E- cigarette advertising in the UK: a content analysis of traditional and social media advertising to observe compliance with current regulations. Nicotine and Tobacco Research , 23 (11), pp.1839-1847. Tenuto, P.L. and Gardiner, M.E., 2018. Interactive dimensions for leadership: An integrative literature review and model to promote ethical leadership praxis in a global society. International Journal of Leadership in Education , 21 (5), pp.593-607.  <Your Name> 2022 Page 14 of 14

ELF BAR

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