Cosmetics brand prices everything at $1

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Take a high-margin product like cosmetics, and cut prices by at least half. Now add online accessibility with customization, community and values. Throw in a pinch of demystifying expert advice, and you've got e.l.f., short for "eyes, lips, face." Launched by New York-based JA Cosmetics roughly three years ago, e.l.f. appears to be turning the cosmetics industry on its ear. All cosmetics cost just USD 1, and customers can create personalized profiles that generate product recommendations and customized looks. A "beauty secrets" section is filled with tips and expert advice, and a blog section fosters community and discussion. The site…

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