Weekly Newsletter - 10.03.2024

PLUS: Luxury Meets Innovation with Sapphire Dust's New Exfoliation Technology

Author

Priscilla Soedarpo
October 03, 2024 • Estimated Reading Time: 6 minutes

Sapphire Dust

Sapphire Dust has crash-landed into the world of luxury skincare, and it's making quite the splash. Founded by Dr. Dayal Mukherjee, this brand is all about blending science with a touch of opulence. Dr. Mukherjee, a 29-year-old aesthetic whiz from London's Harley Street, decided that the skincare world needed a little more sparkle. Enter Sapphire Dust, the first brand to use sapphire microparticles for exfoliation.

After eight years of tinkering in the lab and teaming up with a Swiss laboratory, Dr. Mukherjee birthed Sapphire Dust. The brand's philosophy? Skincare should be as straightforward as it is luxurious. Their flagship product, Skin Activator, is packed with the SaphirRegen activation complex, promising smoother skin after just one use. And guess what? Clinical studies back it up—86% of users noticed a difference after one application.

The debut collection, priced between $95 and $200, also features the Illuminating Serum and Time Control Cream. These bad boys are loaded with peptides, glutathione, and low molecular weight hyaluronic acid, all wrapped up in sapphire goodness. Harrods is the exclusive launch partner, and they're pretty stoked about it. Mia Collins, Head of Beauty at Harrods, couldn't stop gushing about the brand's innovative use of technology.

Weleda

Weleda expands its facial care line with two new ranges: Smoothing Face Care and Facial Cleansers. These products, rich in plant-based ingredients, aim to nourish and protect the skin. The Smoothing line targets fine lines, while the Cleansers remove impurities. Both ranges emphasize eco-friendly, effective skincare.

New guide reveals that Google Discovery is best for ROAS at low spend, whereas Performance Max delivers results at scale. To optimize performance in Google, brands should:

  • Invest in Performance Max, which comprises ~24% of budget on average and supports increased scale at similar performance.

  • Leverage Google Discovery for potentially strong ROAS, especially at lower spend levels.

  • Consider Google Shopping as a middle-ground option, offering good ROAS potential with more scale than Discovery.

This research was put together by Fospha, EMEA's leading marketing measurement platform. Fospha has $1bn spend under measurement across 150+ of the world's best eCom brands, including Free People and Gymshark. They've assembled a guide of the best Google channels & strategies to lead brands into H2 - you can read this here.

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnel business outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexus achieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

K-beauty is booming in the UK, driven by the allure of "glass skin". Sales of Korean skincare products are surging, with brands like Cosrx and Laneige going viral on TikTok. Retailers like Boots are expanding their K-beauty ranges, reflecting the trend's rapid growth and cult-like status.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

68% of consumers seek clean beauty products, with 41% influenced by Instagram. Skin Match Technology's Clean Beauty Icons decode 60,000 ingredients, aiding brands in transparency and sustainability. This boosts e-commerce metrics like CVR, AOV, and LTV, meeting the rising demand for ingredient transparency.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft's research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.