Weekly Newsletter - 18.07.2024

Prime Day 2024: The Key to Year-Round Skincare Success

Author

Skincare Unboxed
July 18, 2024 • Estimated Reading Time: 6 minutes

Prime Day 2024 continues to reshape e-commerce, with consumers spending $14 billion over two days, up 10.5% from last year. Premium skincare brands are increasingly participating, recognizing Amazon's influence in the skincare space.

While Prime Day offers significant benefits, skincare brands should view it as part of a broader e-commerce landscape. Fospha research shows top-performing brands allocate more spend to upper funnel channels such as meta and TikTok. As brands mature, they need to diversify their channels even more to reach new customers.

👉 Why It Matters: Success in e-commerce extends beyond individual events like Prime Day. Skincare brands need a holistic strategy that balances short-term sales with long-term growth.

"The success of Prime Day hinges on the groundwork laid in the months prior,” says Sam Carter, CEO of Fospha.

Brands that invest in awareness and demand-building channels outperform others during key sales periods, underscoring the importance of a year-round, multi-channel approach to e-commerce success.

CeraVe has launched a new campaign, "Cleanse Like a Derm – a CeraVe Soap Opera," featuring actor Xochitl Gomez and derminfluencer Dr. Dustin Portela. The campaign aims to educate consumers on proper skincare through entertaining, story-based content. It highlights the importance of using designated facial cleansers over hand soap. The campaign includes social media engagement and a mobile tour offering product samples and expert advice.

Shiseido has developed a tool to predict future skin conditions like wrinkles and sagging by analyzing facial images. This technology, based on over 100 years of research, aims to offer preventive care and personalized approaches. The tool will be used in Shiseido's inner beauty business launching in 2024.

Patrick Ta has expanded his Major Headlines Double-Take Crème & Powder Blush Duo to 12 shades, driving a 200-300% sales increase in 2024. His unique cream-over-powder technique and strong social media presence have boosted the brand's visibility. Collaborations with influencers and a TikTok filter for virtual try-ons have further propelled the brand's success, making it a top seller at Sephora.

Rising anxiety about sun exposure, termed "sunxiety," is driving consumer demand for multi-functional sunscreens. A Veylinx study reveals that consumers seek sunscreens offering UV protection along with benefits like anti-aging, hydration, and vitamin C. Brands like Neutrogena and Supergoop are capitalizing on this trend. The study also highlights a preference for reef-safe sunscreens, though sustainable packaging remains less prioritized.

As the temperatures rise, protecting your scalp from the harsh summer sun becomes crucial. Glamour Magazine highlights the best scalp sunscreens to keep you safe and stylish. From innovative powders to spray-on solutions, these products are designed to shield your scalp without weighing down your hair

Sephora, the world's largest beauty retailer, has transformed the beauty shopping experience through innovative marketing strategies. By integrating online and in-store experiences, Sephora has built a loyal customer base and strengthened its presence across multiple channels.

Their diverse product range, dynamic pricing, and engaging promotional efforts have set new standards in customer service and retail experiences, making Sephora a premier destination for beauty enthusiasts worldwide.

Why It Matters: Sephora's success highlights the importance of a well-crafted marketing mix in revolutionizing the beauty retail industry. Their ability to blend online and offline experiences, foster community engagement, and consistently deliver high-quality products and services underscores their leadership in the market. This case study demonstrates how innovative marketing strategies can drive significant growth and customer loyalty in the beauty sector.