Weekly Newsletter - 09.12.2024

Discover Dove’s Aging Campaign, e.l.f.’s Global Expansion, and Snapchat’s Shopping Surge

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Skincare Unboxed
September 12, 2024 • Estimated Reading Time: 6 minutes

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WWD

TikTok Shop has become a goldmine for some beauty brands while leaving others scratching their heads. Tarte Cosmetics and GuruNanda are leading the pack, with Tarte raking in over $21.5 million in sales this year alone.

Tarte's Maracuja Juicy Lip Plump line has been a hit, and their Bestsellers Trending Trio is flying off the virtual shelves. Collaborations with The Beachwaver Co. have only added to their success, with celebrity hairstylist Sarah Potempa boosting their visibility through viral influencer trips and livestreams.

GuruNanda, on the other hand, has capitalized on TikTok trends like oil pulling, turning their coconut oil rinse into a bestseller. With over 40,000 units sold on Amazon last month, they’ve now conquered TikTok Shop as well.

Meanwhile, Cocomint Beauty has carved out a niche as the go-to for K-beauty products, and The Ordinary has made waves with its Glycolic Acid 7% Exfoliating Toner, selling $4.7 million worth in the first half of 2024.

The top 10 beauty brands on TikTok Shop reveal a mix of savvy trend alignment and strategic product launches. From Tarte's influencer-driven success to GuruNanda's trend-savvy marketing, these brands are rewriting the rules of beauty retail. So, if you're not on TikTok Shop yet, what are you waiting for?

Drunk Elephant

Drunk Elephant has launched DRUNKGPT, an AI-powered chatbot using Alibaba Cloud's technology to enhance customer service in China. This virtual assistant offers personalised skincare advice and product recommendations, aiming to boost consumer engagement and sales. The initiative reflects the growing importance of AI in the beauty industry.

Dove celebrates 60 years of its Beauty Bar with the "Beauty Never Gets Old" campaign, promoting the normalisation of ageing. The campaign features real women over 60, challenging societal pressures to look young and celebrating timeless beauty. Dove encourages public participation by sharing Beauty Bar memories on social media.

Renna, a new beauty and self-care retailer, has opened at Montreal's ROYALMOUNT. The 36,000-square-foot store offers over 175 brands and features five distinct realms for personalized self-care. Renna integrates in-person and online retail, setting new industry standards with its holistic approach and advanced medical aesthetic clinic.

e.l.f. Beauty is expanding globally, launching in Germany's ROSSMANN, entering Sephora in Mexico, and growing in existing markets like the U.K., Australia, and Italy. This strategy, driven by consumer demand and partnerships with leading retailers, aims to make premium beauty accessible worldwide, reflecting significant year-over-year sales growth.

Snapchat users in the US shop more frequently than Instagram users, with 16.3% making weekly purchases compared to Instagram's 8.2%. Despite Facebook's larger user base and annual purchase popularity, Snapchat's intuitive shopping features and short video content drive its success among younger consumers. Social media shopping is booming!

Google's Jyotika Prasad discusses the impact of a shortened holiday shopping season, emphasizing the need for agility and data-driven strategies. Google introduced new advertising tools to optimize campaigns using AI, with 80% of customers already leveraging AI-powered products. Retailers aim to build lasting customer relationships through innovative ad solutions.