Weekly Newsletter - 10.24.2024

PLUS: Justine Skye shares her Cetaphil skincare faves and shopping tips on TikTok

Author

Priscilla Soedarpo
October 24, 2024 • Estimated Reading Time: 7 minutes

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods.

Read the full interview to learn more about Seraphine’s approach!

Estée Lauder

Estée Lauder's strategic entry into Amazon's premium beauty store marks a significant evolution in luxury brand engagement. By launching a virtual foundation tool, Estée Lauder offers consumers a personalized experience, allowing them to select from 55 shades of the Double Wear product. This innovation is part of a broader trend where luxury brands, including Versace and Chanel, are leveraging digital platforms to enhance consumer interaction. Estée Lauder's approach is not merely about expanding e-commerce channels but about creating high-touch experiences that resonate with a multi-generational audience.

The integration of Estée Lauder into Amazon's ecosystem is a calculated move to tap into the platform's vast consumer base while maintaining the brand's prestige. The use of Amazon's membership benefits, such as expedited shipping, further enhances the consumer experience. This strategy aligns with insights from industry experts like Marshal Cohen, who emphasize the importance of engaging consumers beyond traditional advertising. Estée Lauder's use of Prime Video for its Game Day, Your Way campaign exemplifies this approach, targeting a highly engaged audience.

This move reflects a broader industry shift, as luxury brands increasingly embrace digital consumer engagement. The success of L'Oréal's Lancome on Amazon underscores the potential of this strategy, with a significant portion of new consumers being acquired through the platform. Estée Lauder's innovative use of virtual tools and strategic partnerships highlights the dynamic nature of the beauty industry, where digital engagement is becoming a cornerstone of brand strategy.

ZitSticka

ZitSticka, a leading acne solutions brand, unveils a vibrant rebrand with new packaging at Target. This change enhances consumer experience by making skincare fun and effective. The brand's innovative patches, like KILLA and Goo Getter, continue to offer dermatologist-tested solutions for every zit stage, maintaining affordability and accessibility.

LEADING VOICES 📣

Sam Carter on TikTok for Business

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND.

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Blond designed sustainable, refillable packaging for Daisyface, a skincare brand using daisy stem cells. The packaging, featuring a robust aluminum exterior and compostable daisy seed paper, reflects the brand's luxury and eco-friendly ethos. This innovative design targets a multi-generational audience, enhancing Daisyface's market presence.

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

WWD

Justine Skye, known for her glowing skin, partners with Cetaphil to simplify skincare routines. She shares her journey from using multiple products to focusing on essentials like cleansers and serums. Skye also discusses her TikTok shopping habits and emphasizes happiness as a key aspect of self-care.

Rael's skincare and wellness products are now available at Ulta Beauty, marking a significant partnership. With 16 SKUs, Rael offers K-beauty-inspired items, including acne patches and supplements. This collaboration aims to enhance consumer experience through a comprehensive marketing strategy, expanding Rael's presence in over 19,000 U.S. stores.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

Middle Eastern beauty brands, led by Arab women, are gaining global attention. Brands like Huda Beauty and Amouage compete internationally, while newcomers like Asteri challenge stereotypes. These brands, often founded by influencers, focus on clean, effective products, empowering women and attracting global investors to the region's burgeoning beauty market.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.