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  "documentTitle": "e.l.f. Beauty, Inc. (ELF)",
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  "authorName": "Spruce Point Capital Management",
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  "sourceTypeLabel": "Short seller",
  "presentationDate": "2023-11-09 00:00:00",
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  "notes": "Uses a 'guilt by association' rhetorical strategy.",
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      "text": "ELF’s marketing communications increased the messaging of “Joy” not long after engaging Movers+Shakers. An article suggests that Movers+Shakers became acquainted with ELF in late 2019 and the Joy messages began to frequently appear in ELF’s public messages in January 2020.",
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      "text": "Chronological list of ELF marketing quotes referencing 'joy'.",
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      "text": "“Have people experience more joy in life” — Keith Raniere",
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      "text": "Source: A&E; Vox.com; ELF Press Releases",
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