Weekly Newsletter - 10.10.2024

PLUS: Sephora X Rare Beauty to Raise $100m for World Mental Health Day

Author

Priscilla Soedarpo
October 10, 2024 • Estimated Reading Time: 8 minutes

LIVE FROM ADWEEK NEW YORK 🎤
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

1️⃣ Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

2️⃣ First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

3️⃣ Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

4️⃣ Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Rare Impact Fund

Sephora and Rare Beauty by Selena Gomez have reaffirmed their commitment to mental health awareness through the Make A Rare Impact campaign, coinciding with World Mental Health Day on October 10. This initiative sees Sephora donating 100% of Rare Beauty's global sales on this day to the Rare Impact Fund, which aims to raise $100 million to enhance access to mental health services and education for youth worldwide. Founded in 2020, the Rare Impact Fund supports 26 organizations across five continents, emphasizing the importance of mental health resources for young people.

The partnership between Sephora and Rare Beauty, now in its second year, underscores a shared mission to redefine beauty conversations and prioritize self-acceptance. This collaboration leverages Sephora's extensive global reach, impacting 27 markets, including the United States, Canada, and several European and Asian countries. The campaign highlights the role of beauty brands in fostering inclusion and dismantling mental health stigma, with Sephora's network of stores and digital platforms playing a crucial role in supporting this cause.

Selena Gomez, the founder of Rare Beauty, emphasizes the significance of this partnership in addressing the mental health crisis affecting youth disproportionately. The Rare Impact Fund, supported by philanthropic foundations and corporate partners like Sephora, has made significant strides, impacting over a million young people and numerous educational systems globally.

Valentino Beauty is launching SpikeValentinoButtery Matte Lipsticks in New York, featuring a pop-up at Flatiron Plaza. The event includes installations, free samples, and consultations. Charli XCX joins as a U.S. ambassador, enhancing the brand's prestige. Valentino's innovative approach celebrates bold self-expression and continues its growth in the beauty industry.

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

The Guardian

LED light masks, though costly, offer value by improving skin health. Red light targets deeper layers for anti-aging, while blue light addresses acne. Safe and effective, they complement basic skincare routines. Commitment is key for results, but they can't replace essential skincare practices like cleansing and sun protection.

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Haut.AI's Skin Atlas system, now patented in the U.S., anonymizes facial images by removing personal identifiers, focusing solely on skin data. This innovation enhances privacy and accuracy in skin analysis, benefiting e-commerce and clinical applications by providing secure, personalized skincare recommendations without compromising user data.

Kenvue collaborates with retailers like Walgreens and Walmart to promote sun safety and skincare education. Their SPF Fest event offered interactive learning, skin cancer screenings, and expert consultations, highlighting a gap in consumer awareness. Purpose-driven retail strategies enhance community well-being and customer loyalty through education and engagement.

Generative AI is transforming marketing by enabling rapid, personalized content creation. Brands like Nike and Coca-Cola leverage AI for efficiency and engagement. However, human oversight is crucial to avoid missteps. Successful campaigns blend AI with creativity, ensuring authenticity and alignment with brand values. Proceed thoughtfully for optimal results.

Credo, led by CEO Annie Jackson, celebrates its 10th anniversary by launching a skincare line focused on hydration and eco-friendly packaging. The brand expands into home fragrance and plans new store openings, emphasizing clean beauty and innovation while advocating for industry regulation and transparency.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.